{"id":4267592,"date":"2024-02-19T13:25:15","date_gmt":"2024-02-19T11:25:15","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/a-tenacious-approach-to-reclaiming-regional-brand-relevance\/"},"modified":"2025-12-08T11:06:43","modified_gmt":"2025-12-08T09:06:43","slug":"a-tenacious-approach-to-reclaiming-regional-brand-relevance","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/a-tenacious-approach-to-reclaiming-regional-brand-relevance\/","title":{"rendered":"A tenacious approach to reclaiming regional brand relevance"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tJohnnie Walker\t<\/h2>\n\t\tA tenacious approach to reclaiming regional brand relevance\t<\/h1><\/div>\n\n\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\n
\n\t\n\t\tIconic scotch whisky brand Johnnie Walker recognized that its global messaging and marketing campaigns weren\u2019t resonating with its Eastern European audience. Alongside DEPT\u00ae, the brand sought to address the disconnect with something new, nuanced, and close to this critical market.\u00a0

Our answer? Ditching the one-size-fits-all approach and tapping into the unique regional psyche of Eastern Europeans through a campaign we called \u201cLess Talking, Keep Walking\u201d: a marketing push with a distinct nod to the area\u2019s spirit of resilience and action-oriented mindsets.\t<\/p><\/div>\n\n
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\n\t\t\n\t\tAn unsteady regional footing\t<\/h2>\n\t\t\t\t\t
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\n\t\tFor several years, Johnnie Walker was losing relevance in the Eastern European market. From the late 2010s and into 2021, the brand was experiencing a consistent decline in brand equity and becoming increasingly less meaningful to consumers in the area. This led to a sustained decrease in penetration over three years: -3.5% on average for on\/off trade combined FY19\/21 in key markets, including Hungary, Bulgaria, and Romania. Johnnie Walker was underperforming compared to its two main whisky competitors, which either grew significantly or didn\u2019t demonstrate such a steep decline.\u00a0

Things needed to change \u2014 and quickly. Johnnie Walker was determined to reclaim its market share in this crucial environment, especially among the 35 to 54 year old age group, which is responsible for 45% of its total sales.\u00a0

At the same time, the brand also recognised a white space in its marketing communications that needed to be filled. Most of its messaging demonstrated a pronounced inclination toward a male audience, leaving out a major segment of whisky drinkers.

Altogether, Johnnie Walker came to DEPT\u00ae with the need to execute a campaign<\/a> that would re-establish itself as a culturally relevant alcohol icon in Eastern Europe for both men and women, with messaging that reflected the sentiments and values of people in the region.\u00a0\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t