Johnnie Walker has launched a global ad campaign entitled ‘Where Flavour Is King’ featuring vibrant images full of details such as giant fruits and nuts, cauldrons with honey and fire-breathers along with huge bottles of the famous Black and Red label whisky. 

Photo: Where Flavor is King, clickable

The new campaign aims to focus on rich flavours Johnnie Walker offers consumers to experience. It will include an ATL-support across outdoor and radio as well as on and off trade presence and video spots. A dedicated Facebook app will take users on a journey “through the layers, flavour and wonderful ways to enjoy” as Diageo’s press release says.

‘Where Flavour Is King’ was written and produced by UK ad agency LOVE, and led by creative director Chris Myers. Renowned photographer Finlay MacKay shot the images in London in April 2012. The extensive production was led by award-winning set designer Robin Brown, Michelin star food stylist James Hayward and Fashion Director of GQ Style in the UK, Luke Day.

The campaign rolls out this month in Africa, Australia, Brazil, Japan, Russia, Taiwan and Thailand and in European markets from July 2013.

“The new campaign, ‘Where Flavour Is King’, will open consumers’ eyes to the depth and variety of flavor that exists across the Johnnie Walker whisky taste spectrum. By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend. For example our Red Label shot centres around spices and fresh fruit, whereas the Black Label campaign highlights rich fruits and vanilla, with the distinctive Johnnie Walker smoky finish,” said Gavin Pike, global brand director for Johnnie Walker.

Additionally, the brand is running an Instagram-inspired campaign on Facebook.

Photo: Where Flavor is King, clickable