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How did ‘Keep Walking. The way’? What is the objective of this project?

Johnnie Walker’s journey with music began in 2020 when, post-lockdown, we created the Keep Walking Together platform. Under this initiative, we are allied with Dani Martín, we shed light on all the teams that accompany the artists who step on stage, we accompany him on his first post-covid tour and we create a series of concerts with emerging bands in bars.

We believe that our relationship with the brand could not have started better and when we began to think about the brand’s strategy for the future a few months ago, we knew that there was no other way forward than through music. In this sense, what we tried to do was find a insight that it had a lot of truth – both for the people we are targeting and for the brand- and that it led us to an initiative that could really contribute something to the advancement of society.

‘Keep Walking. El Camino’ is the materialization of this journey and our objective is to transmit the values ​​of our motto Keep Walking, which champions the collective progress that is generated thanks to the courageous steps taken by many people.

They have Dani Martín again. What does the Madrid singer have that seems to fit the brand so well?

On the one hand, the Johnnie Walker brand and Dani Martín already have a relationship built since 2020, which has given us much joy and has allowed us to develop a very positive path in music. When we started this new strategic phase in the brand, we immediately knew that there was no better traveling companion than Dani, for many reasons.

The first is the fact that Dani combines a unique artistic dimension and capacity for impact, with enormous generosity and a way of being and seeing his profession that is very similar to what we represent as a brand. This is very important to us, since Keep Walking represents values ​​of collective progress, courage and honesty that we have to preserve and transmit in a very coherent and true way.

Regarding the ‘Keep Walking. El Camino’, we also find in Dani a creative co-creator and a great reflection partner, unique characteristics of him that, together with his willingness to make his power available to other artists, made him the only central piece we could wish for. for all this.

What role does music play for Johnnie Walker?

Music moves societies, it changes us, it calls us to create, to advance, to be better and to do it together. It is a fundamental part of society and the fabric that moves us as individuals and as a community. Both those of us who enjoy music and those of us who make it know that for music to sound there is a huge chain of steps and connections until a composer writes a song, a singer gets up to sing it, and until that sound that moves us so much, and that is something very collective.

There are no stories in music that are told in the singular, and when we think about Johnnie Walker and what he stands for, we see a lot of commonalities. That led us to put music at the center of what we do as a brand.

What generation is this documentary series aimed at? What is the target you want to address?

The spirit of Johnnie Walker and what our motto Keep Walking stands for is a mind set, an attitude and a way of seeing and facing life. We want to inspire people to move forward, to create new paths, which, being for everyone and not for some, make society move forward. In this sense, rather than having a target or direct this documentary series to a specific generation, what we want is to inspire everyone who wants to move forward, whatever area of ​​their life it is, and who can find motivation in the courageous steps that everyone takes. that are part of the project.

What values ​​do you want to transmit with this project and, in general, from Johnnie Walker?

When we begin to reflect and look for the insight that would inspire this project, we took a look at the music industry. There we saw that, when observing it, more diverse referents are missing: paths, notions of success, styles, types of people. The most visible face of the music scene is somewhat strict and somewhat homogeneous, while in the artistic environment there are many diverse people who are walking and leaving footprints that would be incredible compasses for those who come after, if they were visible.

Keep Walking is exactly about this. Our motto tells us that thanks to some who take courageous steps, many of us advance. At Johnnie Walker we believe in a music scene that represents more collective progress, and less of ‘some’ – and that became our dream: to change the world of music in Spain. The first step in doing so was to start the conversation, and thus ‘Keep Walking’ was born. The way’.

From your point of view, what do consumers need from brands right now?

I think that what consumers need right now is, above all, to be seen and treated as whole people, with their motivations, interests, objectives and concerns. From my point of view, brands must increasingly stop seeing “consumers” to see human beings, and thus reach them with truth and contributing something with their products and brand values.

Finally, in what situation is the consumption of distillates in Spain? And, specifically, the one with the whiskey?

Whiskey is the leading spirit in Spain and we are appreciating a greater sophistication in its consumption towards territories such as cocktails, glasses with creative mixes and their more premium, given its variety and versatility. Besides, We are perceiving a growing interest from consumers to learn more and better about whiskey, its origin and its culture.

2023-07-10 06:12:34
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