Essay about Was Johnnie Walker’s 'Keep Walking' Campaign Effective?

Essay about Was Johnnie Walker’s 'Keep Walking' Campaign Effective?

Length: 1024 words (2.9 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

• How effective was the advertising? Remember to supply evidence – and beware of making sweeping claims without supporting data: just because you liked an ad does not mean it was effective! Always consider other factors.
• What – if any - general conclusions can be drawn from the example you have studied? You should consider the wider implications of the campaign – social, cultural and otherwise. Relate your case study to what we have looked at during the module.






Was Johnnie Walker’s 'Keep walking' campaign effective?


We live in a word shaped by a constant race for popularity and recognition between companies, where the ability to play with the hearts and minds of people is on the pole position. As Elen Lewisnoted, ‘You know a brand has made it when it is name-checked in popular culture.’ Thus, it is noticeable that companies face an external pressure from the competitors, which is why, they have to keep the name of their brand alive among their audiences. For instance, Johnnie Walker is the image of a striding man on the Scotch whisky, which has become a global leading producer. The Keep Walking campaign was awarded the Grand Prix, at the 2008 IPA Effectiveness Awards. Nevertheless, what made this campaign effective considering the increasingly sceptical framework in terms of advertising effectiveness? This essay attempts to assess the ‘Keep walking’ advertising campaign in terms of ideas, motivation, promotional techniques used, and to the extent possible, evaluate the effectiveness of the commercial on changing audiences’ attitudes toward the brand.

To begin with, when analysing the Keep Walking campaign it is worth noticing the manner the company incorporated branding in their new attempt to promote the Scotch whis...


... middle of paper ...


...ance, subsequent to the killing of the Lebanese Prime Minister Rafic Hairi, the citizens were marching the streets holding banners displaying the phrase ‘Keep Walking’ and local puns on the name Red Label. Then, George Papandreou, a Greek opposition leader finished his speech at a party conference with the same words, ‘Keep walking’.

Also, the campaign generated noteworthy conversations among young man regarding the meaning of being a man. There are people in Brazil who tattooed the Striding Man on their bodies. For instance, a member of the creative development research in Venezuela acknowledged that ‘We have to take advantage of everything we have, to enjoy everything and to give our maximum so we have no regrets when we die. We have to think we are on this earth to do something; (Keep walking) motivates me to be a better human being’



























Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Keep the Aspidistra Flying, by George Orwell Essay

- Keep the Aspidistra Flying is one of George Orwell’s lesser known novels, but no less powerful. The most telling aspect of this novel is the characterization it provides. Keep the Aspidistra Flying is a novel about wealth and money. The main character, Gordon Comstock, has a constant struggle with money. Whether it is the possession or the absence of income, Gordon always struggles with money and its position in his life. The ultimate goal of the novel is presenting both the character’s philosophies on wealth, and also where they lie in the possession of it....   [tags: Keep the Aspidistra Flying Essays]

Strong Essays
1241 words (3.5 pages)

Walking Across Egypt Essay

- Walking Across Egypt Mattie Rigsbee is the main character in Clyde Edgerton's southern style novel, Walking Across Egypt. Mattie is a seventy-eight year old widow with two middle-aged children. Living alone in a small house, she makes sure that everything is taken care of. Although begins to display some signs of aging, and her family is trying to convince her to slow down her lifestyle, Mattie's character and mind setting prohibits her from becoming the stereotypical elder. She must make a decision in which direction to turn....   [tags: Walking Across Egypt Essays]

Free Essays
651 words (1.9 pages)

Analysis of Walking Across Egypt by Clyde Edgerton Essay

- Analysis of Walking Across Egypt by Clyde Edgerton Mattie Rigsbee is the main character in Clyde Edgerton's southern style novel, Walking Across Egypt. Mattie is a seventy-eight year old widow with two middle-aged children. Living alone in a small house, she makes sure that everything is taken care of. She cooks, cleans, mows the lawn, and takes up numerous responsibilities with the church. She is a very caring person with many friends and a family that loves her dearly. At the time this novel takes place, Mattie is at a turning point in her life....   [tags: Clyde Edgerton Walking Across Egypt Essays]

Strong Essays
944 words (2.7 pages)

The Seven Habits Of Highly Effective People Essay

- ... The next habit is beginning with the end in mind. If the five year old version of yourself was looking at who you are, what you are doing, and how you are living life would they be impressed or disappointed. This habit is the first of a two-step process, start with the mental creation of what you want to do/be/create and work your way forward from there. Without this in mind, it is easy for others to throw obstacles in your path or sway you into the wrong direction. Third, is to put first things first....   [tags: The Seven Habits of Highly Effective People]

Strong Essays
826 words (2.4 pages)

Free Essays - Dead Man Walking

- Dead Man Walking The motion picture Dead Man Walking provided a non-fiction insight into the world of crime, justice, and capital punishment. The film cast several characters from different backgrounds and opinion sets in direct conflict with one another. Several small topics and one major topic, capital punishment, were explored over the duration of the movie. While the opinions and reactions of people to Dead Man Walking may vary, the one constant is that people will have a reaction....   [tags: Dead Man Walking]

Free Essays
1476 words (4.2 pages)

The Seven Habits Of Highly Effective People By Stephen Covey Essay

- ... The second category measured by the seven habits profile sheet is Life balance, where I scored 15 out of 18 possible points. The fact that I score higher in this category tells me that I am doing “very good” at trying to balance relationship with work and other responsibilities. In today’s competitive environment leaders are expected to “sacrifice their personal lives for the sake of their careers” (Work Life Balance Wisdom, 2015). As a husband and father of three children, I understand the importance of having a balanced life that creates harmony and promotes human growth....   [tags: The Seven Habits of Highly Effective People]

Strong Essays
978 words (2.8 pages)

The Effect of Walking on Blood Pressure Essay

- The Effect of Walking on Blood Pressure Walking is one of the oldest means of transport known to mankind as well as a more physical activity undertaken by the majority of people in their lives. Walking has become an interest field for researchers, where there is evidence to show how walking can help in the prevention and treatment of many chronic diseases, such as cardiovascular disease, diabetes, renal diseases, hypertension, breast cancer, colon cancer, depression, stress and obesity. It has also become a major recommendation of the American College of Sports Medicine (ACSM) and the Center of Disease Control (CDC)....   [tags: Health, Diseases]

Strong Essays
1644 words (4.7 pages)

Essay about Walking As An Exercise Regimen

- Walking is one of the least expensive forms of exercise, and the easiest to perform. It is a proven weight loss strategy that not only reduces weight, but also reduces stress and tones the body. Study conducted by Dr. James O. Hill in conjunction with the University of Colorado Health Science Center showed that moderate increase of 2000 additional steps daily hinder weight gain. Additional research showed that 10,000 steps is the break point to lose weight. Walking is not only vital to weight loss, but it is also effective in diminishing symptoms of hypertension and diabetes....   [tags: Exercise/Fitness]

Free Essays
425 words (1.2 pages)

William Wordsworth Walking: Art, Work, Leisure, and a Curious Form of Consumption

- William Wordsworth Walking: Art, Work, Leisure, and a Curious Form of Consumption William Wordsworth spent a good portion of his life on foot, walking. Consider a sequence of Dorothy's journal entries: Monday the 14th, "Wm & Mary walked to Ambleside in the morning to buy mousetraps" (about 5 miles round trip); Tuesday the 15th, "Wm & I walked to Rydale for letters" (about 3 miles round trip); Wednesday the 16th, "After dinner Wm & I walked twice up to the Swan & back again" (3 miles), met Miss Simpson and walked with her to the Oliffs and then back to her house (another 3 miles); Thursday the 17th, "we had a delightful walk" (a couple of miles); Friday the 18th, "Mary & Wm walk...   [tags: William Wordswroth Walking Essays]

Free Essays
1916 words (5.5 pages)

Somnambulism - Sleep Walking Essay

- Somnambulism - Sleep Walking One of the interesting sleep disorder is sleep walking. The medical, or more scientific, term for sleep walking is somnambulism. The characteristic symptoms are walking or exhibiting other activities while seemingly still asleep. (1) I became interested in researching this topic, because I sleep walk. I sleep walk only when I am under stress, which is not often. However, it is one of my primary concerns because I exhibit an extremely violent behavior. I began my research by looking for the relationship between somnambulism and the brain....   [tags: Biology Essays Research Papers]

Free Essays
859 words (2.5 pages)