Campanha Global etnocêntrica do Johnnie Walker

Fonte: http://www.prweek.com/article/1364519/johnnie-walker-appoints-smarts-communicate-global-marketing-campaign

Johnnie Walker appoints Smarts Communicate for global marketing campaign

The campaign, called Joy Will Take You Further, is launching in more than 50 countries, and should reach nearly 270 million consumers around the world in its first weeks. It builds on Johnnie Walker's famous Keep Walking campaign and portrays how success is viewed by consumers today. 

Belfast-based Smarts Communicate is leading the global PR for the campaign as well as the brand as a whole. The agency has also been appointed to deliver the brand’s global social media activity as well as its PR activity in Western Europe.

Syl Saller, chief marketing officer, Diageo, said: "The launch of Keep Walking marked a fundamental shift in the way Scotch was marketed and kick started a decade of transformational growth for both Johnnie Walker and the category as a whole.

"I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth. It is rooted in deep consumer insight and tells true stories of people who have truly walked with joy. At Diageo, we believe in building brands with purpose - meaning that goes beyond product benefits - and this is a great example of an incredibly strong idea that is brought to life with outstanding creative."

The brand’s global creative agency Anomaly has designed the campaign which brings to life the art of blending Scotch whisky through a TV commercial - which can be seen below - plus print and digital advertising and engaging digital content.

Jenson Button and Jude Law are joined by Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver along with a cast of "extraordinary achievers" who reflect the brand’s view that happiness in life is a fuel for success.
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Nesta notícia, podemos observar o approach etnocêntrico da empresa Johnnie Walker em realizar uma "campanha global" para apreciar a alegria de beber um whiskey.

Podemos dizer, que a empresa não está preocupada com barreiras linguísticas, como é o caso do Inglês (que é a língua escrita e falada em sua campanha) e a empresa não está preocupada com a adaptação da sua campanha em nenhum momento da notícia, pois a ela está realizando essa campanha a nível global.

Em sua propaganda, podemos observar que a empresa tenta passar a imagem de uma propaganda global mostrando diferentes partes do mundo e diferentes culturas apreciando a mesma coisa, a alegria do wiskey. Mesmo assim, podemos dizer que o approach da empresa continua sendo etnocêntrico, pois a mesma não está adaptando a propaganda para os diferentes públicos que são apreciadores dos seus produtos.