- 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 recent approach debuts in a 30-second hero spot consisting of short vignettes, each showing how people “keep” to their passions in ways each metaphorical and literal. The Scotch whisky marketer is trying to embed itself in additional facets of culture, including music, fashion and sports, to drive relevance.
- “Keep Walking” in recent times has centered on collective progress similar to post-pandemic connection and communities which might be breaking barriers. The update to the messaging strategy homes in on the word “keep” to highlight stories of private perseverance and aspiration.
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 times tried to capitalize on a post-pandemic push for reconnection, optimism and celebrating forward-thinking communities. While in-person gatherings and cultural events remain essential for alcohol marketers, the updates to “Keep Walking” underscore solo pursuits, including hobbies and ranging types of self-expression.
Those passions come to life in a brand 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 yr, analyzing 97 million online conversations featuring the word “keep” to discover six core themes that underpin the brand new campaign: motivation, motion, communication, emotion, success and identity.
The “Keep Walking” ads are debuting first in North America before rolling out globally next yr across streaming, digital, paid social and out-of-home channels. The cinematic videos were directed by the artist often known as Child. and Melina Matsoukas, founder and inventive 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’ve 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 achievement.
“Today, people define progress on their very own terms. This campaign reflects that shift and offers ‘Keep Walking’ recent meaning for a brand new generation,” said John Williams, global head of whiskey at Diageo, in an announcement. “By tapping into the emotional language of latest culture and celebrating the various ways people progress of their day by day lives, we’re strengthening the brand’s reference to drinkers globally and setting the inspiration for the following era of progress.”
Other researchers have noted that consumer milestones which have long served as anchors for marketers, like buying a house or having kids, are in flux due to quite a lot of socioeconomic aspects. 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 beneficial Gen Z cohort that’s drinking less, together with navigating the trade complexities of tariffs. Other recent marketing moves from Johnnie Walker aimed toward boosting its Gen Z appeal include a multiyear partnership with pop star Sabrina Carpenter, the primary part of a bigger program that can 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 degree of strength.
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