Dive Brief:
- Johnnie Walker is updating its long-running “Keep Walking” brand platform to focus more on individual self-expression and pursuits, a recognition of larger shifts in consumer interests, according to a press release.
- Johnnie Walker’s new approach debuts in a 30-second hero spot consisting of short vignettes, each showing how people “keep” to their passions in ways both metaphorical and literal. The Scotch whisky marketer is trying to embed itself in more facets of culture, including music, fashion and sports, to drive relevance.
- “Keep Walking” in recent years has centered on collective progress such as post-pandemic connection and communities that are breaking barriers. The update to the messaging strategy homes in on the word “keep” to spotlight stories of personal perseverance and aspiration.
Dive Insight:
Johnnie Walker is revamping its signature “Keep Walking” brand platform to focus more on individualism, a change the Diageo-owned whisky says responds to evolving consumer behavior. First introduced in 1999, “Keep Walking” has in recent years tried to capitalize on a post-pandemic push for reconnection, optimism and celebrating forward-thinking communities. While in-person gatherings and cultural events remain important for alcohol marketers, the updates to “Keep Walking” underscore solo pursuits, including hobbies and varying forms of self-expression.
Those passions come to life in a new hero spot that shows people participating in activities like dancing, running and skateboarding as a narrator repeats a “keep” mantra: keep searching, keep playing, keep risking, etc., until closing on the “Keep Walking” tagline. Johnnie Walker said it conducted extensive social listening with Talkwalker over the past year, analyzing 97 million online conversations featuring the word “keep” to identify six core themes that underpin the new campaign: motivation, action, communication, emotion, success and identity.
The “Keep Walking” ads are debuting first in North America before rolling out globally next year across streaming, digital, paid social and out-of-home channels. The cinematic videos were directed by the artist known as Child. and Melina Matsoukas, founder and creative executive producer of De La Revolución, in collaboration with Prettybird.
As with many marketing refreshes, Johnnie Walker has its sights set on younger consumers who have different lifestyle preoccupations and goals than past generations. The brand cited a McKinsey & Company report that found consumers in 2025 are less likely to define themselves by traditional life-stage milestones, with more value being placed on personal achievement and fulfillment.
“Today, people define progress on their own terms. This campaign reflects that shift and gives ‘Keep Walking’ new meaning for a new generation,” said John Williams, global head of whiskey at Diageo, in a statement. “By tapping into the emotional language of contemporary culture and celebrating the many ways people progress in their daily lives, we are strengthening the brand’s connection with drinkers globally and setting the foundation for the next era of progress.”
Other researchers have noted that consumer milestones that have long served as anchors for marketers, like buying a house or having kids, are in flux due to a variety of socioeconomic factors. Staying relevant may require brands to adjust their audience segmentation and devise fresh entry points into their categories.
Alcohol brands are currently contending with needing to win over a valuable Gen Z cohort that is drinking less, along with navigating the trade complexities of tariffs. Other recent marketing moves from Johnnie Walker aimed at boosting its Gen Z appeal include a multiyear partnership with pop star Sabrina Carpenter, the first part of a larger program that will see the brand collaborate with more rising music artists.
Diageo reported flat organic net sales in its fiscal Q1 2026, with interim CEO Nik Jhangiani stating the spirits giant was “not satisfied with our current performance.” However, Scotch offerings, including Johnnie Walker, were called out as a point of strength.
