To encourage millions of Nigerians across the country to celebrate success at every phase of life, Johnnie Walker recently unveiled its largest ever global marketing campaign tagged ‘Joy Will Take You Further’.
The Scotch whisky from the stables of Diageo Brands also unveiled top music artiste, producer and CEO of Mavin Records, Michael Collins Ajereh (a.k.a. Don Jazzy) as the Joy Ambassador for the campaign.
Explaining the rationale behind the choice of Joy Ambassador, Head of Marketing, Diageo Brands, Adenike Adebola, said “Don Jazzy has experienced different phases of success in his career up till now. He is a true achiever, a game-changer and a model to emulate. He is passionate about what he does and it is that passion we celebrate. We believe he will be instrumental in propagating the message and inspiring the rest of Nigeria with our core message that Joy Will Take You Further.
Activated in more than 50 countries simultaneously, the campaign will reach over 350 million consumers around the world within the first weeks of launch, urging everyone to recognise and celebrate personal progress they achieve on their walk to success.
Speaking at the event, the Corporate Affairs Director, Diageo Nigeria, Sesan Sobowale, said that drawing on decades of research, the campaign challenges the conventional wisdom that success guarantees you happiness and instead celebrates the fact that happiness actually helps people achieve success.
He said: “Johnnie Walker has always stood for progress; it has been the story of our whisky since our founder, John Walker, started it all nearly 200 years ago. What two centuries of experience have taught us is that progress does not have to be an endless uphill journey; we can enjoy the steps we take and the more happiness we find in them the more likely we are to achieve our goal. Evidence is confirming a conviction that sits at the heart of our brand, Joy Will Take You Further.”
Johnnie Walker celebrated top 100 dynamic individuals who have demonstrated the value in celebrating every step on their walk to achieving their goals, hosting them to a spectacular event held at the Federal Palace Hotel (FPH), Lagos.
Guests at the event encompassing industry heads, chief executives, top management personnel, newspaper editors, among other extraordinary achievers shared their personal perspective on the impact of a joyful walk, noting that the true way to success is not just hard work and determination, but also taking time to enjoy the simple moments of the journey.
