Johnnie Walker Reinvigorates Iconic Keep Walking Campaign for 2026
Diageo's Scotch whisky brand, Johnnie Walker, is set to breathe new life into its iconic Keep Walking campaign with the launch of new global creative and film content. Originally unveiled in North America, the campaign is slated to roll out across multiple media platforms worldwide from 2026, encompassing streaming, digital, and social media.
The Keep Walking message has resonated for over 25 years, consistently celebrating resilience and progress. This updated campaign will highlight the power of the word Keep, which Diageo describes as a call to stable forward movement and personal perseverance. The creative direction is informed by over 97 million data points related to the word Keep collected through global social listening by Talkwalker over the past year. These insights have identified six core themes: momentum, action, communication, emotion, success, and identity.
This new iteration reflects a shift in perspective, aiming to align with evolving cultural behaviors and a more personalized definition of progress. Johnnie Walker cites a 2025 report from McKinsey & Company on consumer trends, which indicates that contemporary consumers increasingly prioritize self-actualization and personal fulfillment over traditional life stage milestones.
John Williams, Global Brand Director for Johnnie Walker at Diageo, stated that Keep Walking has driven Johnnie Walker for over two decades, cementing its leadership in the whisky category and inspiring countless individuals globally. He emphasized that people now define progress on their own terms, and this new campaign reflects that shift, giving Keep Walking new meaning for a new generation. By integrating contemporary cultural language and celebrating the diverse ways people make progress in their daily lives, the brand will strengthen its connection with global drinkers and lay the groundwork for the next era of progress.
The campaign kicks off with a 30-second hero film directed by Grammy-nominated director child. Co-created with two-time Grammy winner Melina Matsoukas, the film uses a series of short vignettes to capture the often non-linear yet consistently personal nature of progress. Each scene emphasizes a different Keep, weaving together a poetic collage of individual journeys. Director child also shared their intention to reimagine Keep Walking for today, viewing the word Keep as an invitation and reminder that personal journeys come in many forms. Each story within the film celebrates the momentum of moving forward, even when the path ahead is not always clear.
The launch of this campaign coincides with Diageo's brands expanding their influence in music, fashion, and sports – cultural arenas seen as key to engaging the next generation of whisky consumers. Johnnie Walker has recently established several global partnerships, including one with singer Sabrina Carpenter. The brand stated that the Keep Walking message remains at the core of Johnnie Walker and is a symbol of progress that grows stronger with each generation.
2025-11-18
Source: https://thewhiskeywash.com/whiskey-news/johnnie-walker-evolves-keep-walking-campaign-for-2026/