Signals

US – Diageo-owned whisky brand Johnnie Walker is updating its iconic Keep Walking platform to focus on personal expression over collective milestones, reflecting changing behaviours among younger consumers.

First launched in 1999, the campaign traditionally emphasised collective spirit and shared progress. The refreshed iteration, however, shifts the focus to solo pursuits and self-expression. Drawing on how people increasingly use ‘keep’ language online to articulate their ambitions and emotions, Johnnie Walker identified six recurring themes – motivation, action, communication, emotion, success and identity. These insights shaped a new creative campaign that celebrates everyday ‘keeps’, from ‘keep playing’ and ‘keep dreaming’ to ‘keep trusting’ and ‘keep searching’. The resulting films present vignettes of people dancing, skateboarding and pursuing personal passions.

The move aligns with broader shifts among younger consumers, who are ‘redefining progress on their own terms’, says John Williams, global head of whisk(e)y at Diageo. Citing a McKinsey & Co report, the brand notes that young people of today are less likely to define themselves through traditional life-stage milestones – a theme explored in our Gen Z Now & Next report. Instead, they are prioritising what feels meaningful, achievable and personally fulfilling, and often grounded in the present.

These changing behaviours also affect how people socialise, a core consideration for alcohol brands. While friends, family and cultural moments remain important, younger consumers are increasingly dedicating free time to personal hobbies, self-development and individual expression. For legacy brands like Johnnie Walker, this requires balancing their social heritage with the desire to resonate with more individualist, self-directed lifestyles.