Johnnie Walker Digital Future

1. Johnnie Walker
Keep Walking; Down New Paths

2. The Edged Bottle
• Number one Scotch label on Planet Earth
• Founded in 1820 by a Scottish grocer
• Whisky; Not Whiskey
• Label tilted to precisely 24 degrees
• Enjoyed by mainly older, middle to upper
income earners

3. The Target
Who We Have Who We Need

4. The Message
• Out with the old; in with the new
• New formula to success
• Joy pushes boundaries
• “Joynomics”

5. The Mediums

6. The Interaction
• An increase in the interactivity in
the social media world
• Less push, more pull
• Meaningful content
• Relevant articles
• Cocktail and Cooking Recipes

7. The Worldly Web
• Time to Walk onto the Web
• $2 Million
• Create a Presence
• Banner Ads
• Promote Brand Awareness
• Sailing World
• Formula 1

8. The Search Problem
• Search Engine Optimization is
Difficult
• Online Sales Non-Existent
• Drink Recipes
• Cooking With Scotch
• KPIs – Clicks and Views; Not Sales

9. The Palm of the People
• Two Available Apps
• One Highly Innovative
• One Highly Dysfunctional
• The Johnnie Walker Blue Label
Interactive App
• Most Forward-Thinking App of Our
Time
• Technology Cost Issues

10. The Future
• 200 Years at the Top
• Brand Awareness is the Goal
• New Media is the Key to Staying
There
• Develop Current Technology to
Conquer Mobile
• Find the way to the Heart of the
Young Whipper-Snappers of every
generation
• Joy Will Take Johnnie Walker Further
in this Generation