Johnnie Walker’s Whisky Campaign Gets a Revamp for 2026: Here’s the Message

You undoubtedly know whisky brand Johnnie Walker from the slogan Keep Walking and the striding man with the cane and top hat who has graced the bottle for years. The brand’s campaign is now being completely overhauled to redefine what progress really means.

Johnnie Walker’s refreshed campaign was developed entirely by Diageo, the brand’s current owner. It taps into what progress means in 2025 and how today’s consumers are forging their own paths. The new campaign first launched in North America and will roll out globally in 2026 across streaming, digital channels, and social media. One word sits at the heart of the campaign: keep.

John Williams, global head of whisky at Diageo, mentions that today everyone has their own way of defining progress:

According to Diageo, owner of Johnnie Walker, this word perfectly aligns with how consumers in 2025 view progress. It’s less about big milestones and more about the small, steady steps that build personal growth. Continuing to do the work, taking the next step, and seeing things through matters more than ever.

To better understand that mindset, Johnnie Walker commissioned extensive international research. More than 97 million online conversations were analyzed in which people used the word 'keep'. From this vast pool of data, six global themes emerged: motivation, action, communication, emotion, success, and identity. These themes form the foundation of the brand’s new creative direction.

The campaign opens with a 30-second film by Grammy-nominated director child, in collaboration with Melina Matsoukas, known for De La Revolución. The film highlights small, deeply human moments that show progress isn’t always spectacular, but it is meaningful. The edit is a series of short, poetic scenes that together form a collage of people who keep going in their own way.

According to the creators, the film is meant as an invitation: every path looks different, and everyone can choose their own pace and direction.

Beyond the campaign, Johnnie Walker is broadening its presence in modern culture. The brand is collaborating with artists like Sabrina Carpenter and investing more in music, fashion, and sport. With this, Johnnie Walker aims to engage a new generation of whisky drinkers and stay relevant in a rapidly changing world.

What remains the same is the brand’s heart. ‘Keep Walking’ continues to be a timeless symbol of progress, just like the Striding Man who shines on the bottles.