Johnnie Walker Set to inspire Nigerians, Launches ‘Joy Will Take You Further’ Campaign with Don Jazzy as a Brand Ambassador!

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As a way of encouraging millions of Nigerians across the country to celebrate success at every phase of life, Johnnie Walker, the foremost premium Scotch whisky in the world from the stables of Diageo Brands, has signed on a music icon Michael Collins Ajereh popularly known as Don Jazzy to promote a new campaign tagged “Joy Will Take You Further”.
Activated in more than 50 countries simultaneously, Johnnie Walker’s “Joy Will Take You Further” campaign will reach over 350million consumers around the world within the first weeks of launch, urging everyone to recognize and celebrate personal progress they achieve on their walk to success.

Graced by Industry Heads, Chief Executives, Top Management Personnel, Newspaper Editors amongst other extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success, 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, Lagos.
Speaking at the event, the corporate affairs director Diageo Nigeria Mr. Sesan Sobowale stated that the new campaign – drawing on decades of research – challenged 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’s 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 doesn’t 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.”
Joy Will Take You Further campaign is a step further on the evolution of the brand’s famous ‘Keep Walking’ campaign and represents a new perspective on personal progress, which has defined the brand’s philosophy for more than 15 years, helping Johnnie Walker become the most valuable spirits brand in the world.
Based on new insights into how success is viewed by consumers today, the campaign brings to life the concept that joy can be a catalyst to the progress they seek, and aims to generate a positive culture shift by promoting and encouraging the idea that finding joy in the journey is part of the recipe for success.

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Guests at the event shared their personal perspective on the impact of a joyful walk on, 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.
Other activities at the event included the unveiling of top music artiste, producer and CEO of Mavins Records, Michael Collins Ajereh aka 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 of and inspiring the rest of Nigeria with our core message that Joy Will Take You Further”.of Nigeria with our core message that Joy Will Take You Further”.

Johnnie Walker breaks away from tradition and leans towards a culture of inspiring the world to reassess the formula for success and ignite phenomenal changes in the way people think, feel and approach their lives.

Starting with a strategic global investors meeting in London, Johnnie Walker launched a new campaign tagged “Joy Will Take You Further”  globally.

Johnnie Walker stands to inspire Nigerians to walk with a spring in their step, a smile on their faces, and advocates that they deliberately enjoy every progressive step embracing an outlook of joy in the everyday journey.

The brand hosted 100 inspirational business and social leaders at the launch its new campaign at the Federal Palace Hotel in Victoria Island recently. The attendees experienced premium styled tasting sessions, while exploring the rich heritage of Johnnie Walker and how it tied neatly into the new philosophy for the globally acclaimed scotch Whisky

The high points of the event included Sonnie Ayere, President/ Group CEO, Dunn Loren Merrifield Investments and Olumide Ajibodu, CEO Kleenol Group relating their versions of the “Joy Will Take You Further” philosophy, followed by the announcement of multi award winning Producer and founder of the hugely successful Mavin RecordsDon Jazzy as the Johnnie Walker Joy ambassador for Nigeria.

Don Jazzy joins 18 other notable global Joy ambassadors across the world including Formula One World Champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US alt-rock band OK Go and Mexican supermodel Montserrat Oliver among others.

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