‘Where Flavour Is King’ showcases products’ credentials rooted in the big, bold flavours of Johnnie Walker whisky

Johnnie Walker, the world’s number one Blended Scotch Whisky, is this week launching a new global advertising campaign. Entitled ‘Where Flavour Is King’, the campaign focuses on the array of rich and intense flavours that are found in each blend of Johnnie Walker whisky.

From its origins in 1820, the Johnnie Walker label has always been committed to its quest to blend whiskies of exceptional flavour, refusing to compromise on quality. This dedicated attitude to finding exotic and exciting tastes takes the product on a special journey of distillation, maturation and blending, to produce the ultimate, unrivalled blend. The flavours, derived solely from the simplest ingredients of barley, water and peat, are mythically transformed through distillation and years of maturation in charred wood casks before being unleashed through the craft of the master blender.

This unique flavour production and craft of blending, which is at the heart of the Scotch,  is reflected in the collection of campaign images, as consumers are transported to a mysterious and evocative world, featuring giant fruit smashers, towers of spices, honey cauldrons and fire-breathers.

Where Flavour is King – Black Label

The new, vibrant campaign and its collection of stunning images will be supported by an above the line campaign across outdoor and radio, as well as bespoke promotional materials, delivering rich consumer experiences in the on and off trade. The campaign will also feature social media activation that will centre on a unique Facebook app, taking consumers on an exotic and engaging journey through the layers, flavour and wonderful ways to enjoy Johnnie Walker.

‘Where Flavour Is King’ was written and produced by UK ad agency LOVE, and led by creative director Chris Myers. The campaign images were shot by renowned photographer Finlay MacKay over five days in London, England in April 2012. The extensive production – led by award-winning set designer Robin Brown, Michelin star food stylist James Hayward and Fashion Director of GQ Style in the UK, Luke Day  – required a drawing room to be built from scratch, featuring dramatic lighting, giant fruits and 6ft tall bottles of Johnnie Walker Whisky. A short behind-the-scenes  film about the making of the campaign images can be accessed here.

Gavin Pike, Global Brand Director for Johnnie Walker, said the campaign would help drive consumer awareness of the range of tastes across the brand portfolio:

“The new campaign, ‘Where Flavour Is King’, will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum. By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend. For example our Red Label shot centres around spices and fresh fruit, whereas the Black Label campaign highlights rich fruits and vanilla, with the distinctive Johnnie Walker smoky finish.

We’re thrilled to be able to Keep Walking in the footsteps of John Walker, dedicating ourselves to the pursuit of flavour and are positive that ‘Where Flavour Is King’ will provide even deeper levels of consumer engagement than in previous campaigns.”

The first market to launch ‘Where Flavour Is King’ is Africa, followed by Australia, Brazil, Global Travel, Russia & Hong Kong, later this year. European markets will roll out from July 2013.

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