Johnnie Walker somehow appeal to everyone from the whisky connoisseur to the cheap supermarket whisky crowd. It’s a deliberate brand strategy.
Like most Everyman brands, they are based on the dreams and vision of a relatable founder. The story of Johnnie Walker is that of a family orientated man who started as a grocer selling his own whisky.
Outworking their brand archetype wasn’t just about marketing, it has informed their product range too. Their ‘Flavour for everyone’ campaign created 6 flavours, each with a different meaning. Having this spectrum meant they were able to immediately point to a wide range of choice, attracting a wider range of customers and meaning that once engaged, they were less likely to switch to a competitor.