The famous “Striding Man” has been going for over a century now, with only one attempt to refresh him back in the 1950s. Diageo wanted to revitalise the brand and broaden its appeal to influential younger drinkers.
Our worldwide audit revealed a major dissonance between the target audience’s feelings towards Johnnie Walker and how it presented itself to them.
The brand needed to transcend its dated, functional perceptions to become a more distinctive lifestyle drink preferred by younger audiences.
Identica focused on the brand’s core symbol, the universally recognised “Striding Man”. First we pointed him in the right direction, forever moving forward, then made him more graphic and dynamic. The re-energised icon boosted global sales and opened many new franchise opportunities.
WHAT WE DID
Consumer insights, brand strategy, brand identity, packaging design, POS communications, retail environments, brand extension.