‘Age Matters’ By Chivas Regal? ‘Keep Walking’ Is Real Ageless Marketing

July 26, 2010 | By Kim Walker

I got quite excited when I read news that Chivas was launching an ‘Age-Matters’ campaign. Could this be a tipping point for the age awareness evangelists, I wondered?

Sadly it is not. Read about it here.

But there is another, arguably more famous brand campaign that identified it’s ageing customer base and according to their global research “Consumer research revealed that Johnnie Walker was associated with distinct brand values such as substance, excellence and masculinity, which were relevant to men at different stages of their lives”.

A classic “age-neutral” campaign – and a very successful one at that.

Here’s a good write-up in Management Today on the Keep Walking campaign by Johnnie Walker.