Johnnie WalkerKeep Walking; Down New Paths
The Edged Bottle
• Number one Scotch label on Planet Earth
• Founded in 1820 by a Scottish grocer• Whisky; Not Whiskey• Label tilted to precisely 24 degrees• Enjoyed by mainly older, middle to
upper income earners
The TargetWho We Have Who We Need
The Message• Out with the old; in with the new• New formula to success• Joy pushes boundaries• “Joynomics”
The Mediums
The Interaction
• An increase in the interactivity in the social media world
• Less push, more pull• Meaningful content• Relevant articles• Cocktail and Cooking Recipes
The Worldly Web• Time to Walk onto the Web• $2 Million• Create a Presence• Banner Ads• Promote Brand Awareness• Sailing World• Formula 1
The Search Problem
• Search Engine Optimization is Difficult
• Online Sales Non-Existent• Drink Recipes• Cooking With Scotch• KPIs – Clicks and Views; Not Sales
The Palm of the People• Two Available Apps• One Highly Innovative• One Highly Dysfunctional• The Johnnie Walker Blue Label
Interactive App• Most Forward-Thinking App of
Our Time• Technology Cost Issues
The Future• 200 Years at the Top• Brand Awareness is the Goal• New Media is the Key to Staying
There• Develop Current Technology to
Conquer Mobile• Find the way to the Heart of the
Young Whipper-Snappers of every generation
• Joy Will Take Johnnie Walker Further in this Generation
