Final Presentation:Johnnie Walker

By Tony Demarco

Background Established in 1820. Owned by Diageo,

an international company.

Offers a wide range of scotch whiskies.

Biggest whisky brand in the world.

Their slogan “Keep Walking” is known worldwide.

Objective

Grow on a new target audience.

Sell to more college kids.

Sell more Red Label.

Link up with a brand younger people trust.

Improve on Johnnie Walker’s online presence.

The Big Idea Target more, of age,

college kids. Link up with

Starbucks. Create a coffee

infused cocktail. Coincides with their

slogan Promote both brands

and this new drink using their online presence.

Target Market

Already corner the higher income, 30+ market.

Want to gain more 21+ college students.

Also want to cater to more women.

Tools & Tactics

Use Starbucks name to attract more students.

Use the social media this demographic likes.

Link in Johnnie Walker’s slogan “Keep Walking”.

Also use Adwords to promote on search engines.

Social Media Extension

Johnnie Walker has a strong online presence. Target more students. Make a mobile site and app. Use their slogan more. Promote cocktails.

Measurement of Success Set goals. How many downloads

on their new app. Bottles of Red Label

sold. Online searches for

the new cocktail. How many students

start to follow and like their social media accounts.

Budget

$3 billion in total sales.

They use about 10% for advertising.

Use about 1% for this campaign.

Summary

Increase brand awareness.

Create new cocktails.

Sell more Red Label.

Most importantly, gain a new target market.