Diageo Targets Next-Gen Scotch Consumers with Massive Marketing Campaign

Diageo will be rolling out a first-of-its-kind multimillion dollar marketing campaign in a bid to reach out to younger whisky consumers. The marketing campaign is aimed at creating greater awareness for its Scotch whisky brand Johnnie Walker in new and hitherto untapped markets. According to Diageo, this marketing campaign is the largest till date, and the brief behind this campaign is clear: connect with the next generation of Scotch consumers in about 50 markets.

The campaign is centered on the ‘Joy Will Take You Further’ premise, and while it seems ambitious to some market watchers, Diageo claims that it is confident of reaching at least 270 mn consumers globally within the first few weeks of the launch of the campaign. The new branding message that’s coming from Diageo takes its famous ‘Keep Walking’ campaign to the next level. According to the sources close to the campaign, the new brand message is reflective of strides in personal progress.

However, for all the talk about this being one of the most ambitious marketing campaigns undertaken by Diageo, the company refused to disclose exactly how much money it was pumping into the initiative.

According to the chief marketing officer of Diageo, Syl Saller, the company’s previous branding campaign, ‘Keep Walking’, was also a milestone in that it demonstrated a departure from the conventional techniques of marketing Scotch. The marketing campaign also proved to be the take-off point for the Johnnie Walker brand.

Saller added that with the new campaign, Diageo hopes to create a clear branding strategy for the coming decade, which will be crucial in terms of transitioning to the next generation of consumers of Scotch whisky. The mega marketing campaign has tied up with names such as Jenson Button (celebrated F1 driver), Montserrat Oliver (Mexican supermodel), Jude Law (actor), and others.

F&B Industry in Scotland Set to Add 14,000 New Jobs by 2020 as Turnover Projections Look Positive

As many as 14,000 new jobs could be created in Scotland’s food and beverages sector over the next five years, a recent report compiled by the Bank of Scotland says. Scottish salmon and whiskey already contribute a sizeable portion to the country’s economy; plans are now afoot to bring more sectors from within the food and drink industry to the forefront. According to the report by the Bank of Scotland, companies are optimistic about achieving an increment of about 19% in their average turnover in the next few years. These projections are detailed in the report ‘Fresh Opportunity and Growth’.

An increased focus on exports is chiefly driving the positive sentiment currently seen in the Scottish food and beverages industry. According to the report, two-thirds of F&B producers said that they have plans of creating new job opportunities over the next four to five years. When asked whether hiring new staff could be considered as a way of achieving growth, about 46% of respondents answered in the affirmative.

The focus remains firmly on increasing exports, conducting R&D for product innovation, and collaborating with international players. About 360,000 jobs currently exist in the Scottish food and beverages industry, says Scotland Food and Drink, the country’s leading F&B industry body.

The positive sentiment can also be credited to recent industry initiatives seen in Scotland – the Year of Food and Drink being one of them. With greater awareness about the range and quality of Scottish produce being achieved, Scottish food and beverage producers are now more confident about taking on new employees.

Bank of Scotland’s head of food and drink, Graham Blair, said that innovative marketing initiatives in the country will go a long way in improving sales and even exports, ultimately adding to the profitability of the country’s F&B sector.