Sources: http://www.superbrands-brands.com Stokes, Rob. eMarketing: Essential Guide to Online Marketing, www.quirk.biz/emarketingtextbook

1. Keep Walking
Wednesday, February 8, 12

2. Keep Walking
Wednesday, February 8, 12

3. Walking Since 1820
• Johnnie Walker is the biggest
selling Scotch Whisky in the
world and can be found in
over 200 international
markets.
• The brand outsells its
nearest rival by over 10
million bottles a year.
Wednesday, February 8, 12

4. Awards
Wednesday, February 8, 12

5. Awards
• In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal
Warrant to supply Scotch Whisky to King George V and the company has remained an
official purveyor of Scotch Whisky to the British Royal Household ever since.
Wednesday, February 8, 12

6. Awards
• In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal
Warrant to supply Scotch Whisky to King George V and the company has remained an
official purveyor of Scotch Whisky to the British Royal Household ever since.
• Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits
Competition (IWSC) in the blended Scotch Whisky category. The brand has also
consistently won the Gold and Grand Gold Medals at the Monde Selection Awards.
Wednesday, February 8, 12

7. Awards
• In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal
Warrant to supply Scotch Whisky to King George V and the company has remained an
official purveyor of Scotch Whisky to the British Royal Household ever since.
• Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits
Competition (IWSC) in the blended Scotch Whisky category. The brand has also
consistently won the Gold and Grand Gold Medals at the Monde Selection Awards.
• In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best
Distiller in the World”.
Wednesday, February 8, 12

8. Awards
• In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal
Warrant to supply Scotch Whisky to King George V and the company has remained an
official purveyor of Scotch Whisky to the British Royal Household ever since.
• Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits
Competition (IWSC) in the blended Scotch Whisky category. The brand has also
consistently won the Gold and Grand Gold Medals at the Monde Selection Awards.
• In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best
Distiller in the World”.
• At the 1994 Monde Selection Awards, Black Label won the Grand Gold Medal.
Wednesday, February 8, 12

9. Awards
• In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal
Warrant to supply Scotch Whisky to King George V and the company has remained an
official purveyor of Scotch Whisky to the British Royal Household ever since.
• Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits
Competition (IWSC) in the blended Scotch Whisky category. The brand has also
consistently won the Gold and Grand Gold Medals at the Monde Selection Awards.
• In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best
Distiller in the World”.
• At the 1994 Monde Selection Awards, Black Label won the Grand Gold Medal.
• In the same year, the IWSC awarded the brand not only the Gold Medal, but also the
Littlemill Distillery Trophy for the Best Blended Whisky.
Wednesday, February 8, 12

10. Awards
• In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal
Warrant to supply Scotch Whisky to King George V and the company has remained an
official purveyor of Scotch Whisky to the British Royal Household ever since.
• Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits
Competition (IWSC) in the blended Scotch Whisky category. The brand has also
consistently won the Gold and Grand Gold Medals at the Monde Selection Awards.
• In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best
Distiller in the World”.
• At the 1994 Monde Selection Awards, Black Label won the Grand Gold Medal.
• In the same year, the IWSC awarded the brand not only the Gold Medal, but also the
Littlemill Distillery Trophy for the Best Blended Whisky.
• In 1996 it won the IWSC gold medal for the Best Deluxe Scotch Whisky.
Wednesday, February 8, 12

11. Product Lineup
Wednesday, February 8, 12

12. Promotion
• Johnnie Walker appeals to the
well-established men.
• The Striding Man represent
progress, vitality and substance.
• Johnnie Walker Black Label and
golf go hand in hand.
• In the PGA European Tour and
in the Johnnie Walker Classic
held in Asia, players are inspired
to reach new goals through
initiatives such as the Johnnie
Waker Tour Course Record
Award.
Wednesday, February 8, 12

13. Johnnie
Walker
Email Campaign
Wednesday, February 8, 12

14. Results
Johnnie Email Campaign
Walker
2630 new subscriptions were captured within the first
week!
Over 25 000 emails were sent to unique addresses
Over 200% growth in subscribers to Johnnie Walkers’
Striding Man Society.
Conversion rate of about 29%
Reminder emails added a 10% increase in unique click
through activity against the viral email.
Wednesday, February 8, 12

15. Marc Guison
Brand Management
Ateneo Graduate School
of Business
08 February 2012
Wednesday, February 8, 12