John­nie Walker’s strid­ing man has a new com­pan­ion

ArabAd - - AD SPOT -

John­nie Walker re­branded its iden­tity by re­plac­ing its fa­mous “strid­ing man” logo with a stylised woman on the la­bel.

Called Jane Walker, the lim­ited edi­tion of John­nie Walker’s Black La­bel blend will go on sale at the be­gin­ning of March with an im­age of a woman dressed in sim­i­lar 19th cen­tury cloth­ing who also tips her hat mid-stride.

Bri­tish drinks giant Di­a­geo, which owns the whisky brand ex­plained in a press state­ment that this new mar­ket­ing ini­tia­tive by John­nie Walker and the launch of Jane Walker is meant to co­in­cide with Woman’s His­tory Month and In­ter­na­tional Women’s Day cel­e­bra­tions. The new brand is ex­pected to re­tail across the US at $34 for a 750ml bot­tle and, for ev­ery bot­tle sold, Di­a­geo will do­nate $1 to or­gan­i­sa­tions sup­port­ing women’s causes.

“The in­tro­duc­tion of the first-ever fe­male brand icon and the Jane Walker Edi­tion bot­tle rep­re­sent John­nie Walker’s com­mit­ment to in­spire and cham­pion the di­verse com­mu­ni­ties mov­ing our coun­try for­ward,” the state­ment read.

This also comes in line with Di­a­geo’s new CSR mis­sion, as the com­pany is ex­pect­ing women ex­ec­u­tives to ac­count for half the mem­ber­ship of its board by April. Also, the com­pany wants ad­ver­tis­ing agen­cies to put for­ward at least one fe­male di­rec­tor as part of any pitch for work.

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