“Going against the grain, one glass at a time”
You don’t know how to drink.
Your whole generation,
you drink for the wrong reasons.
We drink because it’s good,
because it feels better than
unbuttoning your collar.
Because we deserve it.
We drink because it’s what men do.
- Roger Sterling
How a man treats others; how he enters a room; how he dresses himself; what he drinks; these are all
decisions that affect a man’s walk through life. What he will become; what he will accomplish; what
will become his legacy; are all results of his decisions.
Johnnie Walker scotch whisky is the drink of forward-thinking men. The man who drinks Johnnie Walker
makes the decision everyday to keep walking and be a better man than the day before.
Our concept for Johnnie Walker revolves around the Evolution of Men. Just as a man must evolve
and always move closer to the best version of himself, so must Johnnie Walker. As the world’s most
popular scotch whisky, Johnnie Walker has been a global symbol of progress for nearly two centuries.
We highlight four varieties of Johnnie Walker: Red, Black, Gold and Blue Label, which are the primary
influencers in the design of our creative. Johnnie Walker’s progression from Red to Blue Label is representative of a man’s evolution.
Table of Contents
Quote - 1
Creative Direction - 2
Table of Contents - 3
Johnnie’s Life - 4
Johnnie’s Adversaries - 5
The Walker Residence - 6
Johnnie’s Neighborhood - 7
Johnnie’s Companions - 8
Objectives - 17
Measurements - 18
Budget & Scheduling - 19 & 20
Evaluation - 21
Closing Words - 22
Agency Bio - 23 & 24
Evolution of Men - 9
Co-Op Marketing - 10
Mobile Application - 11
Social Media Campaign - 12
YouTube / Television Production - 13
Print “Magazine” - 14
Outdoor - 15 & 16
Despite multiple marketing changes over the year, Ballantine’s was able to maintain a 2%
growth in 2014. Ballantine’s is owned by Pernod Ricard SA but operated by Chivas Brother,
which is the arm of Pernod Ricard that covers whisky and gin. The brand spans seven varieties of blended scotch whisky ranging from Finest, which is comparable to Johnnie Walker
Red Label, to ultra-premium products similar to Johnnie Walker Blue Label.
Owned by Chivas Brother, the Chivas Regal line of scotch whisky contains five varieties
ranging from 12- to 25-year-old and from premium to super-premium products. The brand
experienced a 2% decline in 2014 despite their use of new distribution channels to capitalize
on untapped growth potential in the UK.
Even an abundance of new marketing campaigns and new product launches couldn’t reignite sales of William Grant & Sons’ Grant’s Scotch whisky. Hopes were raised
after the brand saw its first volume increase in four years in 2013, but this momentum was proven to be short lived. Last year the brand switched its focus from older male
consumers to Millennial drinkers, launching a new social media-led campaign and releasing the new Grant’s Signature which was designed to appeal to a younger
Maintaining its number five spot despite a 7% sales fall, J&B still claims to be the most popular whisky in Europe. Despite moving into the popular flavoured “whisky”
category with the release of J&B Urban Honey in March last year, the brand has not experienced the same level of success as its honeyed American cousins.
The Walker Residence
The industry is changing. Diageo is transitioning
from measured to unmeasured advertising.
The Spirits industry in North America is dominated by consumers in
the United States, who represent 86.9% market share, by value. Of
the North American Spirits industry, Whiskey is the largest segment
with 26.6% of the category followed by Vodka at 24.8%. Whiskey’s
26.6% accounts for $21,166.1M in volume sold during 2014. Diageo,
owner of Johnnie Walker scotch whisky, holds an overwhelming majority of the market with a 20.6% share. The next highest company is
Bacardi at 9.7%. In 2019, the market is projected to increase by 9.8%
from $79,484M to $87,268.5M, which is a compound annual growth
rate of 1.9%.
Above: Whisky, Vodka and Rum account for 62.8% of
the Spirits in North America. This pie chart represents
each category and sales volume in millions of US
Left: This pie chart represents the four biggest players
in the North American Spirits Industry in 2014. Diageo,
owner of Johnnie Walker, holds a commanding lead
in market share with 20.6%. The remaining 53.8% that
is not displayed in the chart belongs to a multitude of
smaller companies and would distort the information.
The ideal consumer of Johnnie Walker is a man, older than 21 with
financial stability built on hard work and perseverance.
But, the target market is better explained through psychographics than
demographics because the definition of a man cannot be derived from
numbers. The campaign will be directed toward progressive-thinking
men; those who live in the moment but because they are certain of their
The man who drinks Johnnie Walker is sophisticated and carries himself
with class. Consumers in the target market are attracted to active,
exciting lifestyles and value new experiences. These men may look,
speak and act differently depending on their personal evolution.
However, there is a whisky for each one of these men.
Much like the Striding Man that has become an icon of the world’s
favorite scotch whisky, the man who drinks Johnnie Walker could be
anybody. A man’s drink of choice is a defining characteristic of his selfperception and of how the world perceives him. Johnnie Walker is a
personal promise to constant self improvement and it sends a message
to world that the consumer is man who stands for something.
Income $20K +
Bonobos - Partnership
With support from Diageo plc, Johnnie Walker will host
tasting events at Bonobos’ retail stores located
throughout the country. Details of these events provided
Title: Johnnie Walker & Bonobos presents
“Dress for Success”
Scheduling: Events will take place on the last Friday of
every month from 6 - 10 PM.
• Guests will be allowed to taste Johnnie Walker’s Red,
Gold, Black and Blue Labeled Spirits (with snifter prices
• Bonobos & Johnnie Walker will offer Tie/Whisky packages for gift giving options for friends/family/loved
• Live entertainment from local established bands.
Entrance Fee: $25.00 (includes free snifter of Johnnie
Walker Red & Gold, with discounts of Johhnie Walker &
Bonobo products during the event)
“A man should look as if he has bought his clothes with intelligence, put them on with care and then
forgotten all about them.”
– Sir Hardy Amies
Platforms: iOS, Android & Windows
Release Date: Q2 2016
• Comments & Review Section
• Purchase / Gifting Options
• Bonobos & Johnnie Walker
• Social Media Connections
User Integration Options:
• Photo Upload (Comments)
• SWYPE Feature (Android OS)
• Autocorrect (All Platforms)
• User Login (Age, Password, Billing Options, etc.)
Purpose: Work closely with
Bonobos on merchandising and product promotions.
Purpose: Update users on
new products and upcoming
User Integration: Allow
User Integration: Work with
Facebook Calendar services
users to share what they
wear. With #Dress4Success and allow users to export Johnnie Walker/Bonobos events
that links to Twitter as well.
to their mobile devices, while
Snapchat will follow suit
providing alerts and reminders
without hastag though.
for upcoming events.
YouTube / Television
Title: “Evolution of Men”
YouTube: 90 - Second ‘Extended’
YouTube Pre-Roll: 15 - Second
Television: 30 -Second
Network: The National Broadcasting Company (NBC)
Program: Chicago MED & Chicago Fire
(4,919,000 Combined Viewers Ages 18-49 y.o.)
Standings With Viewers: CM = 15th & CF = 20th
Timing: Tuesday @ 9 PM & 9:30 PM
Wednesday @ 10 PM & 10:30 PM
The “Evolution of Men” advertisement will be featured in 3-month segments
per magazine in the following publications:
• Men’s Journal
Layout: 2-Page Spread
Color: 4/Full Color
Ad Location: Mid-Magazine
Dimensions: 16 3/8” x 8 3/8”
Published: Print & Digital Copies
Billboards will be featured in the following states across the United States. City
highlights will include:
Birmingham - AL
Los Angeles - CA
Jacksonville - FL
Atlanta - GA
Honolulu - HI
Wichita - KS
Billings - MT
Charlotte - NC
Fargo - ND
Sioux Falls - SD
Nashville - TN
Houston - TX
Salt Lake City - UT
Burlington - VT
Charleston - WV
Increase net sales from 18.9M (9-liter cases) to more than 21M.
Raise brand value from $5.6B to more than $6B within two years of the campaign’s
Highlight Red, Black, Gold and Blue Labels to expand sales in each blend from both
consumers and businesses.
Maintain global perspective as the world’s #1 scotch whisky.
Instill a sense of nostalgia by referencing the brand’s extensive heritage while focusing
on a progressive mentality.
Transition away from the Joy campaign toward a brand image that pays homage to
the brand’s adventurous, masculine spirit.
Through our partnership with Bonobos, produce a line of branded apparel that
demonstrates our dedication to superior craftsmanship.
Social Media: We will be utilizing the internal
analytics tools offered by each social media
• Facebook 11M likes to 13 million likes
• Twitter 15.2K followers 50K followers
• Instagram 74.5K followers 90K followers
• YouTube 17,296 subscribers 20K subs
Nielsen Ratings: Television
Provided by Publisher: Print
Adams Advertising: Outdoor
Google Analytics: Website & Application
*Facebook data is measured in millions of likes rather than thousands.
This bar graph represents the effects of our campaign on our social media
profiles. Each media has two bars to show our anticipated growth from before
and after our campaign’s implementation.
Budget & Scheduling
Total Budget: $25 M
Social Media: $2.5 M
Television: $15.0 M
(30-Second Ad, 4 x Weekly/4 months, based
on $150,000 per ad + Production)
Outdoor: $1.5 M
(Based on Total Population)
Co-Op: $5.0 M
Mobile App: $50,000.00
(Development + Disbursement)
• Magazine Audience Performance Predictor (MAPP) will be used to analyze magazine effectiveness.
MAPP is a relatively new process that analyzes advertisement effectiveness on a weekly basis. The tool
uses predictive analysis based on consumer reactions to promotions placed in magazines.
• TAB Ratings will be utilized to measure and analyze the effectiveness of Out-of-Home (OOH) advertisements. TAB provides standardized, quantitative and reliable analysis metrics while combining detailed
demographic information from across the United States. During the campaign timeline, TAB’s analysis will
help ensure OOH advertisements are delivering the highest ROI possible.
• The media being used contain internal analysis tools to measure the success of targeted promotional
efforts. These internal tools will be used to monitor campaign progress and make adjustments if needed.
Using these tools will help maximize ROI for online campaigns.
• In addition to the sophisticated tools offered by these social media platforms, simple analysis can be
done by monitoring and analyzing trends in social interactions surrounding the #EvolutionOfMen campaign.
• Nielsen Ratings will be utilized to measure the effectiveness of the TV Spot, which plans to run three
separate periods during the campaign. Each period, Nielsen’s metrics will allows us to monitor the commercial’s success and adjust accordingly.
• For YouTube Crossover and Pre-roll, the YouTube analytical tools will be employed to make certain shareability is maximized. Views, shares and likes will allow for quick analysis of the YouTube Crossover ad.
“We measure more than 40 percent of
the world’s viewing behavior hundreds
of channels, thousands of programs,
and millions of viewers”
“Keep RISING. Keep
BUILDING. Keep CLIMBING.
Keep EXPLORING. Keep
UNITING. Keep INNOVATING.
- John Walker
Located in Rockford, Michigan above the beloved Rockford Corner
Bar. Auxiliary Inc. is lead by its fearless leader Tom Crimp. AUX has
been serving clients since December 2005.
Some of its clients include:
• Brunswick Bowling
• Wolverine’s Chaco
• Various Amway Events
Zach Gilbert & Josh Van Gorden
AUXILIARY Advertising & Design
29 N MAIN ST #300 ROCKFORD, MI 49341