Adv campaign for Johnnie Walker

Drink Responsibly ADVERTISING CAMPAIGN FOR JOHNNIE WAKLER

Prepared by Heshan Perera For Dr. Tom Smith 04/30/2014

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Table of Contents Background Information .................................................................................................. 3 The Company Overview............................................................................................... 3 Personal ....................................................................................................................... 4 Products .......................................................................................................................... 5 Research Information ...................................................................................................... 6 Competition .................................................................................................................. 6 Product Category ......................................................................................................... 7 Media ........................................................................................................................... 8 Target Market ................................................................................................................ 10 Campaign Objectives .................................................................................................... 11 Creative Planning .......................................................................................................... 11 Outdoor ...................................................................................................................... 11 Newspapers and Magazines ...................................................................................... 14 Leaflets ...................................................................................................................... 18 Direct Mail .................................................................................................................. 20 Internet ....................................................................................................................... 23 Work Cited .................................................................................................................... 25

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Background Information The Company Overview Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).

Diageo is committed to responsible drinking through: setting world-class standards in responsible marketing, promotion and innovation; promoting a shared understanding of what responsible drinking means, and working with others to combat alcohol misuse.

Johnnie Walker is the world’s number one Blended Scotch Whisky brand, enjoyed by people in more than 180 countries around the world. Since the time of founder, John Walker, it has been closely associated with the concept of progress. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of the Walker family to grow the small grocery store founded in 1820 into an international whisky business selling stylish, authentic, iconic brands.

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Personal Johnnie Walker(JW) was selected as my advertising campaign project due to my previous experiences when consuming other alcoholic beverages such as Chivas Regal, Jack Daniels and many more- poor or no drinker satisfaction. I usually wonder many bar and pubs puzzled for at least an hour looking for proper thirst satisfaction, and every bar or pub I attend I ask the question which is the best drink you people have to offer. When Johnnie Walker first came to my attention in April 19 2012, I visited a bar with my friends and told the bartender to surprise me with a completely new drink. With his 20+ years experience as a barman, Mr. De Silva asked me if I have ever had Johnnie Walker, I never had tasted this drink, nor have I ever heard about it. He informed me that it’s not like anything I have ever had before. I told him to pour me a glass of Johnnie Walker and he served me with Johnnie Walker Gold neat. After taking my first zip I was very happy with the new taste, this taste was something I have never tasted in my life. During another visit to the bar, informed Mr. De Silva (barman) that I wanted to vanish my stress and could he serve me some JW and this time he gave me the Double Black on the rocks- well it was not strong as the Gold. However, the results were a shiny new relief that seemed just like the first time I tasted JW. Out of curiosity, I visited JW circuit lounge in Hyderabad India where I learned the detail history about JW and all the labels they offered. I also discovered many reasons why JW is the world’s number one alcoholic brand.

In essence, I believe that there are many drinkers out there like myself, who desires to taste the finest labels available. As such they need suggestions on how to

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enjoy a good mind relaxation drink while not getting addicted to it, simply said they should drink responsibly.

Products Johnnie Walker offers a wide variety of merchandise under its brand name ranging from alcoholic drink labels to fancy drinking class and even cloths and other merchandise.

Throughout, the long history of JW it has simply being about one thing quality. Johnnie Walker has offered an array of fresh and premium quality pure Scotch and Whiskey.

Currently, Johnnie Walker is offering labels such as Red Label, Black Label, Double Black, Gold Label Reserve, Platinum Label, Blue Label, and Swing. Every type of Johnnie Walker scotch has label color as previously stated, expect for the aforementioned Swing label. The purpose is to denote the different types of scotch and to position them to be used for different occasions. For example, JW Blue Lable is rare and expensive, and so it is intended to be used for special occasions. These labels help to provide the consumer a comfortable atmosphere that is conducive to the drinkers mind and body, drinker of any JW is able to socialize and engage in any other activity with peace of mind. This is provided through highest quality ingredients used to prepare the alcoholic products, and its eye pleasing and unique packaging of the product; specifically the attention to detail given can been seen clearly on the packaging. For, example attention to detail could be seen in the Johnnie Walker Blue Label, in the packaging in which it is presented is simply screams out loud the high quality is intends to provide for the buyer. As a part of packaging a key feature of every bottle of JW scotch is the Striding Man logo, the man is walking forward, which Diageo (parent company) says symbolizes forward thinking and the pursuit of excellence. All Johnnie 5

Walker products are created to grab complete attention of any who see it maybe for the first time. Therefore, it is the intention of Jonnie Walker to have consumer or drinkers for long period interested and make the consumer want to fall in love or even feel somewhat addiction to its products.

As the weekend slowly creeps near, Johnnie Walker takes on a whole new demand in bars and pubs. Local bars and pubs gives out Thursday, Friday and Saturday night specials solely decade for making lot of money. And it is where JW steps in all bars and pubs gives Johnnie Walker specials. For example, on a college night on a Thursday they would have drinks priced at $5. Because of these special deals people come out for bars and pubs after a long day of work or week. They hang out and have fun with their friends while enjoying some premium Blended Scotch and Whiskey for $5 a shot.

Research Information Competition Competition from both the pure scotch and pure whiskey markets, from brands such as Jack Daniels. Threat of substitution to other alcoholic beverages, competitive Framework close competition, and substitutes include Chivas Regal, Glenfiddich, congnacs, ports, beer. However, Johnnie Walker has knocked off Smirnoff off the top spot in a staggering performance. The key issue face by Diageo is maturing stock for the JW Black Label, which is 12 years plus blend. Chivas Regal was, and remains the main competitor for Johnnie Walker in the premium Scotch category. In the standard category, Johnnie Walker faced competition from a number of others, including 6

Ballantine’s, Dewar’s and Famous Grouse. All the three had price parity with Johnnie Walker Red Label, with few specific differences among them. With on 8% share of Scotch, Ballantine’s had a strong position in Europe, although it was somewhat reliant on France, Spain, Germany. At the same time, the US consumer happens to be a very important, but Jack Daniels the main US competitor for Johnnie Walker happens to have a loyal consumer base. On the other hand, Johnnie Walker is attempting to differentiate by creating a new idea and a slogan that appeals directly to drinkers.

According to Newstalk, Ireland based online news outlet “Drink Aware is a campaign supported by companies such as Diageo” (Stephen McNeice). This is a positive thing that JW’s mother company is contributing, by trying to create responsibly drinking importance. Helps Johnnie Walker to be presented as a socially responsible alcoholic manufacturer.

Product Category The market for Johnnie Walker is exceptional at this time. “ According to the Global Alcoholic Drink Report, the global alcoholic drinks industry is expected to exceed $1 trillion in 2014; volume is predicted to reach almost 210 billion liters in 2014, a 10% increase in five years” (Report Linker). In addition to this, researchers predict that the alcoholic industry will grow steadily for many years to come. “The spirits market a $90 billion business, and by 2012, that figure should reach $122 billion. Nearly 60 percent of the growth,” says Accenture, the management consulting, technology and outsourcing services firm based in the United States. However, there are some limits to this booming industry. “Increasing [one problem] raw material prices with strict governmental

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regulations is proving to be a challenge for industry growth” (Global Alcoholic Beverage Industry- Forecasts to 2018).

Not only is overall growth positive, profit in the alcoholic business is overwhelming. “Accenture’s research on high-performance businesses in the global alcoholic beverages industry” (Accenture). When analyzing the statement from Accenture it is fair to say that Alcoholic industry is a high performance industry with great growth potentials, unlike the Tobacco industry, which is in the road for completely extinction.

Another positive aspect is in appealing to drinkers worldwide. For example, it is said by the researchers that Asia is the world’s fastest and most potential market for the Alcoholic business. When it comes to this industry, what matters are how much liters or the quantity you sell; more you sell more profit you make. As such growing markets such as Asia ensures the survival and endless growth of this industry.

Media Johnnie Walker is in the maturity stage of the product life cycle. Consumers are aware of the need for a high-end premium spirit based alcoholic beverage. And this campaign must convince that Johnnie Walker as the world’s number one alcoholic brand, that JW stands for responsible drinking. The campaign must attempt to change consumers’ habits of reckless drinking and make positive drink habits. For example, do not drink and drive. Therefore, the main goal of this campaign is to make consumers aware of Johnnie Walker and to educate them on benefits of responsible drinking.

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In order to, best reach the target market of global alcoholic consumer market one media will be the Internet. “In 2012, there were 2.3 billion Internet users— about 32% of the world's population (7.2 billion)” … “By 2017, there will be about 3.6 billion Internet users—more than 48% of the world's projected population (7.6 billion)” (Cisco). As a result, the medium of Internet should prove effective for the purpose of this campaign.

Another medium that will be utilized is outdoor advertising; in outdoor advertising, we will use billboards and leaflets. Advertisements will be placed on billboards around major cities in around the world. This medium has low CPM and builds great awareness in the vicinity to purchase. Leaflets will be placed on every liquor store to be given away by the store for every visitor. This media strategy will be cost effective and will help to build awareness for the product.

To further create awareness an ad will be placed in every well known magazine in the world and in world’s top 5 most subscribed newspapers. This will effectively reach mass audience that may or not even be consumers of liquor. Even though, the people who see these advertisements may not belong to the target market, this group will help to create wide spread awareness of Johnnie Walker and what Johnnie Walker is promoting, this will certainly create a more positive and pleasing perception if Johnnie Walker among the mass in a global scale.

Direct mail will also be used in attempt to get consumers to try the product. A direct mail piece will be sent to demographically and geographically

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chosen consumers worldwide. The direct mail piece will be in that country’s local language and it will contain a coupon for a discount for any Johnnie Walker product. Although this is a costly form of advertising, it takes on a more personal attitude than merely running a coupon in the newspaper. It has also be proven that for anything concerning liquor that people would not tend to pay much attention.

Target Market The target market for Johnnie Walker is the global population. Johnnie Walker is targeting both liquor consumers and non liquor consumer. “The moderate consumption of alcohol does not destroy brain cells. In fact it is often associated with improved cognitive (mental) functioning,� as stated in the article Alcohol Problem and Solutions.

(Hanson) As such it is safe to say increasing of drinkers provide a fresh and profitable target market for Alcohol producers.

In targeting the global population, the advertising campaign will focus on appealing to the worldwide population needs and desires. However, while still appealing to this market, Johnnie Walker can also attract the respect of non- alcoholic drinkers.

Because the key purpose of this campaign is to create awareness of responsible drinking worldwide, which ultimately lead to increased awareness of Johnnie Walker in the world. Because of this campaign, the whole alcoholic beverage industry will be impacted on a scale like never seen before. For example, most negative criticisms about alcohol consumption will have no place, because people are now consuming alcohol more conservatively and responsibly. Therefore, with this campaign, Johnnie 10

Walker will specifically target to increase awareness of JW and responsible drinking at large and as such this campaign will attract the attention of drinker worldwide, but also spread out and attract the global population at large.

Campaign Objectives 1. To build awareness of Johnnie Walker and educate consumers on what Johnnie Walker offers them. This can broadly be measured through traffic statistics; by how many people know what Johnnie Walker.

2. To create an idea of comfort, relaxation, and personal self esteem stimulation for Johnnie Walker drinkers. The brand should represent the attitude of high relaxation and self-discipline kind of attitude. This can be tested and measured through online surveys.

3. To have at least traffic count of at least 35billion gallons from January 1 st to December 31st. This can be measured through the redemption of coupons and by taking count number of bottles being sold.

4. To attain yearly sales turnover of at least $2.5billion within the first year of starting of the campaign.

Creative Planning Outdoor Outdoor advertising has very low CPM costs and goes in hand with other mediums well. Since Johnnie Walker is in the maturity stage of the product life cycle, the main goals of this campaign are to educate consumers of the product and to build 11

awareness. Outdoor advertising can achieve awareness with the high levels of reach and frequency. Education, however, is more complicated.

Johnnie Walker offers many tangible goods such as the custom engraved for their labels, so the consumer can gift the product. For example, special occasions such as graduate school graduation and engagements. However, one of the main services that Johnnie Walker offers is intangible. This is the feeling of relaxation and increased self esteem after zipping any JW labels, it an escape from the daily hectic lives most consumers of Johnnie Walker leads. In order for consumer to understand these aspects of the product, they must experience Johnnie Walker. Therefore, traffic (increased sales) is a must for Johnnie Walker, and billboards can achieve this goal. When consumers view billboards, they are in the proximity to purchase and therefore the advertisement persuades viewers to come in and buy the product being advertised. This exactly what Johnnie Walker is attempting to achieve.

To accomplish the goals set for this campaign the billboard must be simple and attention grabbing. Not all passers may read the statement on the billboard because most do not take the time to read the text. However, in this case the text is only an accessory to the visual message. The graphics on the billboard portray an car crash and Johnnie Walker logo. The graphics are somewhat graphic and viewers should focus on the open car crash. This leads to the large Johnnie Walker logo under which it states “Drink Responsibly.�

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Newspapers and Magazines Newspapers are fast way to get a message to consumers. While magazines have a low frequency, still it is able to get the message to more demographic and geographic audience. Newspapers is broad and those who read newspapers are curious to see what it new, same applies to magazine, while magazines are long and read leisurely. People read the newspaper before they go to work. Therefore, if an advertisement is seen for Johnnie Walker, the reader may decide to stop off a liquor store after work to buy a bottle. This is an immediate response to the advertisement, which is benefit to the medium of newspaper. Of course not only does the advertisement persuade readers to purchase, it also build awareness that is supported by the billboard the consumer sees on the way to work, the advertisement the consumer see in the magazine, in the internet and coupon he get on mail later that week. The consumer, by this point should begin to recognize the product by instance.

Magazines and newspapers take different characteristics than each other.

However, the main concept is the same. The advantage to using the world known magazines and newspapers is the wide access given to audience, who may be from different walks of life. The intention of this advertisement has two aspects. For the selected audience presented by magazine and more wide access given by the newspapers to audience. The advertisement should create curiosity and persuade the reader to buy and talk about the product, which is word of mouth- the best form of advertising of all time. The advertisement creates a calming and comforting feeling with the aesthetic graphics that creates the question in the reader’s mind what is this about.

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For the newspaper reader, the advertisement intends to get the consumer come and purchase Johnnie Walker product. While, for magazine readers, the advertisement must create a visual image in the reader’s mind of relaxation and self-fulfillment, the core purpose of this advertisement is to create awareness of the brand and promote responsible drinking.

The advertisement will run in world’s top five most subscribed newspapers once a month for a whole year. In the newspaper the advertisement will be ¼ of a page in colored And for magazines it will be on the world’s most well known magazines such as Forbes, Times, Life Style and so on. In addition, on magazines it will be one full page colored.

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Newspapers Advertisment

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Magazine

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Leaflets Leaflets are an inexpensive and easy way to gain awareness. When, leaflets are placed in liquor stores, and given to every customer who comes into the store.

Therefore, the consumer is sure to at least see the name of the product. Leaflets are an effective way to reach a selective audience.

A color leaflet will be made from the same layout as the newspaper advertisement. These color copies will be placed on every alcohol store worldwide in their local language. Starting from December 1st, 2014 the last month of the year, and it is close to the dawn of New Year. Which, means celebration year, where people enjoy with family and friends. And by the dawning of the New Year all most all people would know about Johnnie Walker.

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Leaflet

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Direct Mail Although direct mail is costly, it is proven to be a very effective. Mail that is sent directly to the consumer takes on a more personal approach than other mediums does, because the advertisement is directed only to the specific consumer. Therefore the consumer is more likely to feel obligated to at least read over the advertisement before discarding its message. Because mail pieces are sent directly to the consumer, there is limited wasted coverage. A through list of specific consumer who have previously shown interest in a similar product and who live in the surrounding area can easily be obtained. Therefore, these are the consumers that are the most likely to enjoy the product and these are the customers the advertiser is most likely to sell to.

The mail piece for Johnnie Walker is meant to be simple and to the point. This is the attitude that most consumers have. They are bombarded daily with information and simplicity is like a gift; and is welcomed as such. Not only is this concept true to the daily life of potential customers and current customers, it is true for mailboxes today. There is a large amount clutter with direct mail and consumers often feel overwhelmed.

Therefore, the simplicity of this ad is meant to be an attraction for consumers.

“Discount” is another method used by this advertisement to gain attention. People indefinitely respond to the word “Discount” due to the sense of every economic and responsible person is to get the best deal possible. The simple goal of the advertisement is to build traffic for Johnnie Walker. Consumer must experience Johnnie Walker to truly understand the service that it offers in order to gain peace of mind. The coupon that is included in this direct mail piece is intended to bring new consumers into the Johnnie Walker brand.

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Direct mail is a costly form of advertisement. That is another reason that this advertisement is so simple. It is black and white so that it will be less expensive to print.

The piece will be printed on a heavy cardstock, in order to give it a premium feel and it can be mailed by postage. Therefore, mailing costs can be kept to a minimum. The attraction in this advertisement is discount of 25% on any Johnnie Walker product, not overly graphical or any three dimensional effects. It is simple and classy, it serves the purpose of building educating the public of the product.

The direct mail piece will be sent out on December 1 st and will continue until end of February 2015. The piece will only be sent to the markets where Johnnie Walker lacks growth. For example, it Johnnie Walker’s market growth in the United States in very low and as such it would be sent within the US. All the pieces will be marked a special bar code, through which we can know the exact amount who responded for the direct mail.

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Direct Mail

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Internet Internet has many characteristics that make it an effective and efficient medium, for one internet advertisement can be put displayed in many countless numbers of websites. Internet can be very specific and defined therefore they have specific and wide reach compared to all other mediums. This allows the advertisers to easily reach target markets. Another positive is that radio holds a captive audience. For instance, from pop up’s in web browsers. Almost half of the world population has access to the internet. This allows advertisers to easily reach their frequently as they please and want.

More specifically for this advertising campaign is the fact that young adults and all people predominately uses the world wide web. Therefore, internet is one of the most effective medium used in order to reach the global audience. This provides the perfect medium to reach the target market of specific markets.

The internet advertisement for Johnnie Walker is short and to the point. Similar to all the other advertisement produced throughout this advertising campaign. The advertisement is going to be a 15 second flash that would pop up once you enter the website. There will also be a 30 second video advertisement. Which would be presented before every video in YouTube, and they would not be not able to skip the advertisement.

The internet advertisement will be advertised in social media websites such as Facebook, Twitter, Tumbler, etc. Advertisement will also run at various times throughout the time where there is most traffic for the websites. We will also send out mass email, to the public with the advertisement in it. The main purpose of the advertisement will mostly attempt to build awareness for Johnnie Walker.

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Internet (Advertising using email)

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Work Cited

"Achieving High Performance in the Asia Pacific Alcoholic Beverages Industry."Accenture. Accenture, n.d. Web. 30 Apr. 2014.

"Alcoholic

Drink

Industry:

Market

Research

Reports,

Statistics

and

Analysis."Alcoholic Drink Industry: Market Research Reports, Statistics and Analysis. N.p., n.d. Web. 29 Apr. 2014.

"Global Alcoholic Beverage Industry - Forecasts to 2018." -- DUBLIN, February 22, 2014 /PRNewswire/ --. N.p., n.d. Web. 30 Apr. 2014.

Hanson, David J. "Facts And Fiction." Facts And Fiction. Sociology Department,

n.d.

Web.

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Apr.

2014.http://newsroom.cisco.com/release/1197391/ McNeice, Stephen Mc. "POLL: Do You Think Alcohol Awareness Campaigns Can Be Effective If Funded by the Alcohol Industry?" Newstalk 106-108.

N.p., n.d. Web. 30 Apr. 2014.

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