Marketing Featured Southeast Asia

Johnnie Walker’s latest program to bring back social spaces for Thais amid pandemic

Thailand – In line with Johnnie Walker’s recent ‘Keep Walking‘ campaign in 2021 that aims to inspire and help people to breathe life back into social spaces, the global whiskey brand has launched a new program called ‘The Walkers’, which aims to celebrate actions that drive positive impact for people in Thailand. 

The new program, which is developed in partnership with VICE’s creative agency Virtue, will be brought to life in the country through a series of locally relevant initiatives which bring communities together to support local venues and bars. Singer and actress Violette Wautier will be leading the agenda to revitalize local street culture and encourage Thais to taste the richer experience of local communities.

Julie Bramham, Johnnie Walker’s global brand director, shared that they wanted to explore how the latest chapter of the brand’s ‘Keep Walking’ campaign could support its partner communities across the world as people start socializing again.

“The Walkers program is a meaningful way to work with locally loved and valued voices to help reinvigorate social spaces like bars, clubs, and venues to help get the local culture back on its feet and moving again,” said Bramham. 

Meanwhile, Nate Woodhead, Virtue’s group creative director, noted that they wanted to create a campaign that honored those changemakers driving action at a time when the world felt powerless. 

“When we looked at the context of each of our key markets it was clear that reconnecting people through social and cultural experiences was the perfect starting point for The Walkers program,” said Woodhead.

Aside from Thailand, the program will also run on other key Johnnie Walker markets, including South Korea, India, Africa, and Brazil, as well as Mexico, and Colombia, among others.

The campaign follows US$100m of investment over the past 18 months from parent company Diageo to help pubs’ and bars’ post-pandemic recovery by supporting jobs and communities around the world through its ‘Raise the Bar’ program.