A Tenacious Approach to Reclaiming Regional Brand Relevance
Iconic scotch whisky brand Johnnie Walker recognized that its global messaging and marketing campaigns weren’t resonating with its Eastern European audience. Alongside DEPT®, the brand sought to address the disconnect with something new, nuanced, and close to this critical market.
Our answer? Ditching the one-size-fits-all approach and tapping into the unique regional psyche of Eastern Europeans through a campaign we called “Less Talking, Keep Walking”: a marketing push with a distinct nod to the area’s spirit of resilience and action-oriented mindsets.