The campaign, launched in September last year, was the brand’s first global effort. It launched simultaneously in more than 50 countries, with 70 different pieces of creative to suit the different markets.
The whisky brand also adopted a new emotive tagline in ‘Joy will take you further’, an evolution of the brand’s long-standing ‘Keep walking’ campaign, which aims to promote the idea that finding joy is part of the recipe for success.
Integration is key
At the time of the campaign launch the brand stated it was keen to appeal to younger drinkers as well as “create talkability”, and according to Read full story ›
Source: Marketing Week
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