From Outdated to Outstanding: Johnnie Walker’s Bold Transformation
Few brand slogans have the enduring resonance of Johnnie Walker’s ‘Keep Walking.’
First introduced in 1999, it revitalised the whisky brand during a time of global decline in whisky sales.
But by 2012, the campaign’s impact began to dwindle, losing cultural relevance and cohesion.
Facing fierce competition, particularly in key markets like the U.S., Brazil, Chile, and Australia, Johnnie Walker needed a game-changing approach.
Enter Anomaly, the creative agency tasked with not just refreshing but completely redefining the brand’s messaging—without discarding its storied past.
A Legacy at Risk
“The ‘Keep Walking’ message had become diluted and outdated,” explains Ozlem Robiliard, Diageo’s Vice President.
“Local markets drifted away from its core meaning, and the creative started feeling too serious and heavy.”
While whisky sales remained healthy globally, competitors were seizing cultural momentum with vibrant and approachable narratives.
Society’s evolving idea of ‘progress’ compounded the challenge.
Where endurance and perseverance once resonated, audiences now sought collective growth and shared joy.
The brand’s perception as old-fashioned further alienated younger consumers.
Disrupt or Die: Anomaly’s Creative Solution
Ant Harris, Anomaly’s Head of Strategy, recalls the gravity of the brief: “We weren’t starting from scratch; that would’ve been a mistake. Our challenge was to honour the past while making it dynamic, inclusive, and relevant today.”
Inspired by legacy fashion brands that successfully modernised without abandoning their heritage, Anomaly adopted a disruptive mindset.
“Our approach was simple: disrupt or die,” says Harris.
“We had to fundamentally redefine how Johnnie Walker showed up in the world.”
Breathing New Life into ‘Keep Walking’
The team didn’t just reimagine the campaign—they embodied it.
Every touchpoint, from bottle photography to the Striding Man icon, was designed to exude energy and optimism.
“We wanted to reflect movement and progress visually and emotionally,” Harris notes.
A key insight drove the refresh: consumers didn’t need to be reminded to ‘Keep Walking,’ but they wanted to be inspired by what that progress looked like today.
“We transformed the narrative from endurance to vibrant progress,” says Harris.
Tailored for Global Success
Anomaly developed a flexible framework that empowered local markets to adapt the campaign while maintaining a unified brand voice.
“Progress means different things depending on cultural context,” Harris explains.
“This dual focus allowed the campaign to be both globally unified and deeply personal.”
Launching first in Australia, Brazil, Chile, and the U.S., where the brand faced its toughest challenges, the creative approach immediately resonated with diverse audiences.
Measurable Impact and Industry Recognition
The results were staggering.
By 2022, Johnnie Walker reversed an eight-year sales decline, surpassing 21 million nine-litre cases for the first time ever.
The campaign delivered a global profit ROI of €250 million.
In 2024, the campaign earned a Silver Multi-Region Effie Award in the Food & Beverage category.
“This wasn’t just a refresh—it reignited the power of ‘Keep Walking’ as an inspiring call to action,” Robiliard reiterates.
The Power of Collaboration
Both Robiliard and Harris credit the success to the seamless partnership between Diageo and Anomaly.
“It was a true collaboration,” Harris reflects.
“We set out to create something meaningful, and the recognition affirms that we achieved it.”
Looking back, Robiliard highlights a crucial takeaway: “This award is proof that you don’t need to start from scratch to transform a brand. By returning to what made Johnnie Walker iconic and giving it fresh energy, we redefined its relevance for a modern audience.”
A Legacy Reclaimed
Johnnie Walker’s journey proves that even the most iconic brands can adapt, evolve, and thrive in the face of changing cultural landscapes.
With bold creativity and a commitment to progress, the brand reclaimed its place at the forefront of the whisky category—and reminded the world why it will always ‘Keep Walking.’
