It’s no small thing when one of the world’s most iconic brands abandons one of the most iconic campaigns of the last few decades for something completely different. But that’s exactly what Johnny Walker has done, nixing the inspiring, but oh-so-serious “Keep Walking” campaign for something a little more light-hearted.
Called “Joy Will Take You Further”, the new campaign tries to subvert the notion that one can progress in the face of adversity, if you are tenacious, have self-belief, hope, stamina and a never say die attitude. And that once you have this success, you will then be happy.
No ad to show here.
Instead it acknowledges that progress doesn’t have to be an endless uphill journey, and doesn’t ascribe to the previously held belief that working hard will lead to success, and success to happiness, but that the formula is actually the other way around. The renowned whisky brand cites research indicates that those who embrace joy in their journeys progress the furthest.
In South Africa, the campaign is meant to embrace stories of those who have achieved remarkable things as a result of their positive outlook in life. “As a result,” says Gavin Krenski, brandhouse Marketing and Innovation Director, “we have identified individuals, both locally and globally, who have embodied this philosophy of joyful progress, our JoyWalkers. At this stage we are delighted to announce our first South African JoyWalker, Benny Masekwameng, a top chef, beloved media personality and Master Chef SA Judge.”
At an event in Johannesburg, Masekwameng shared his story about how his love for cooking goes back to his childhood when his mother ran an informal catering business.
“I am lucky in life that I have found success in a field that I am passionate about,” the celebrity chef said. “This love has lead me to embrace all the wins, whether big or small”.
To add some credibility to the research behind the new campaign, Johnny Walker brought in life coach and positive psychology expert, Justin Cohen,
“When they take one of the most iconic lines in branding – “Keep Walking” – and bring this perspective of ‘walk with joy’ to it, you realize that there has been a seismic shift in the zeitgeist,” said Cohen. “The obsession with the destination has given way to a joyful appreciation of the journey. As a positive psychology expert, I’m thrilled to have the opportunity to share the science on how joy truly does take us further and what we can do to create more of it in our lives.”
As the campaign continues to go locally, Johnnie Walker will share new additions to the prestigious list of JoyWalkers that will not only share their legacies, but truly South African stories as well. For more information please keep an eye on #WalkwithJoy for ongoing campaign developments.
