BRAND: Johnnie Walker
HEADLINE: He was punished..... cricketing history.
BASELINE : Keep Walking
AGENCY : Leo Burnett
4Ps TAKE : No
other surrogate ad would have depicted cricket in a classier manner than this Johnnie Walker one. Though the ICC Cricket World Cup is over, the power idea is to link the world’s favourite Scotch whisky (of course, here the ad has to say that it’s talking about CDs and cassettes!) with the most popular game of the nation. The visual tells a story that is linked with the ‘Keep walking’ tagline: the history of perfecting the straight drive in the game of cricket. The reward to the prospect is the matchless Brand value of Johnnie Walker (nothing but the best, as the ad says, talking about the cricketer who perfected the straight drive). The USP is the taste — yes, the one for which anyone would keep walking miles!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
HEADLINE: He was punished..... cricketing history.
BASELINE : Keep Walking
AGENCY : Leo Burnett
4Ps TAKE : No
other surrogate ad would have depicted cricket in a classier manner than this Johnnie Walker one. Though the ICC Cricket World Cup is over, the power idea is to link the world’s favourite Scotch whisky (of course, here the ad has to say that it’s talking about CDs and cassettes!) with the most popular game of the nation. The visual tells a story that is linked with the ‘Keep walking’ tagline: the history of perfecting the straight drive in the game of cricket. The reward to the prospect is the matchless Brand value of Johnnie Walker (nothing but the best, as the ad says, talking about the cricketer who perfected the straight drive). The USP is the taste — yes, the one for which anyone would keep walking miles!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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