Advertising project for Adv 420, New Media Drivers License class

1. ByTony Demarco

2.  Established in 1820.
 Owned by Diageo, an
international company.
 Offers a wide range of
scotch whiskies.
 Biggest whisky brand
in the world.
 Their slogan “Keep
Walking” is known
worldwide.

3.  Grow on a new target
audience.
 Sell to more college
kids.
 Sell more Red Label.
 Link up with a brand
younger people trust.
 Improve on Johnnie
Walker’s online
presence.

4.  Target more, of age,
college kids.
 Link up with Starbucks.
 Create a coffee infused
cocktail.
 Coincides with their
slogan
 Promote both brands
and this new drink
using their online
presence.

5.  Already corner the
higher income, 30+
market.
 Want to gain more 21+
college students.
 Also want to cater to
more women.

6.  Use Starbucks name to
attract more students.
 Use the social media
this demographic likes.
 Link in Johnnie
Walker’s slogan “Keep
Walking”.
 Also use Adwords to
promote on search
engines.

7.  JohnnieWalker has
a strong online
presence.
Target more
students.
 Make a mobile site
and app.
 Use their slogan
more.
 Promote cocktails.

8.  Set goals.
 How many downloads
on their new app.
 Bottles of Red Label
sold.
 Online searches for the
new cocktail.
 How many students
start to follow and like
their social media
accounts.

9.  $3 billion in total sales.
 They use about 10%
for advertising.
 Use about 1% for this
campaign.

10.  Increase brand
awareness.
 Create new cocktails.
 Sell more Red Label.
 Most importantly, gain
a new target market.