The approach used directly related to the physical action of cricket and the responsible drinking proposition, the tone of voice was confident, self-assured, progressive, international and modern to ensure maximum appeal to the male target market.The campaign copy ‘Know your boundaries… drink responsibly’ was used across all elements of the campaign and the assets generated were designed to have maximum impact for both moving animation and print executions.The creation of liquid characters meant that there would be no national prejudice and also meant we were able to hero the product in an unusual way.

Coverage of the ICC Cricket World Cup in press and TV commercials showed that the branding gained cut through against other brands involved in the event.Consumers’ awareness and perception tracking results showed:Increased agreement with the statement ‘I understand what it means to drink responsibly’.Increase in the percentage scores of consumers agreeing with the statement ‘Johnnie Walker is a brand for me’.Increase in the percentage scores of consumers agreeing with the statement ‘Johnnie Walker is a modern brand’.