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Stephanie Jacoby From Johnnie Walker: Consumers Connect With Brands’ Values
Liz Unamo| 20 de abril de 2018
Stephanie Jacoby Johnny Walker
Johnnie Walker’s VP, Stephanie Jacoby announced that the Scotch whisky brand has several approaches lined up for empowering women, as it did with the Jane Walker campaign. “We have a great chance to celebrate segments that, I think, have been historically ignored, by raising them up and making them the center of the brand message” she said. What consumers are looking for are brands that truly share their values. “People want to feel they’re spending their money on brands that make the world a better place” Jacoby said “so I think that all brand advertisers must not only think about the functional benefits of the product, but also about its mission, vision and how it makes consumers’ lives better.” Thanks to the agency Anomaly, the distillery has found a message that is specific and particularly attractive for Latino consumers while remaining inclusive for a broader audience. “And that is always the challenge for Johnnie Walker – so many consumers love us because we address a specific part of the population without alienating any others. I think that agencies with an approach like Anomaly’s really allow us to be both specific and inclusive in a way that connects us with the broadest possible audience” Jacoby said.
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