Top Story

Home >> Marketing >> Article

Move over Johnnie, Diageo's Jane Walker is here

Font Size   16
Move over Johnnie, Diageo's Jane Walker is here

In an attempt to promote gender quality and draw more women towards scotch, spirits company Diageo is launching its limited  US edition whiskey featuring a female version of Johnnie Walker's iconic logo according to media reports. Called Jane Walker, it will have a striding woman on the label rather than the traditional top-hatted man.
In an interview, Stephanie Jacoby, Vice President of Johnnie Walker said, “Scotch as a category is seen as particularly intimidating by women. It’s a really exciting opportunity to invite women into the brand.”

Jane Walker will appear on 250,000 bottles in the US market in March. For every bottle produced, Diageo is donating a dollar to organisations that promote women, including Monumental Women and She Should Run. While this batch of bottles is a limited run, this isn’t the last of Jane.

“We really see Jane as the first female iteration of our striding-man icon,” she said. “We like to think of our striding man and our striding woman as really walking together going forward.”

Diageo, based in London, is eyeing to increase female representation internally. Its board will be 50 per cent women in April, Jacoby said. The company also is calling on advertising agencies to put forward at least one female director as part of any work pitch.

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Your weekly news roundup, a summary of some of the stories to keep an eye on

He joined the company in 2016 as Head of India and South Asia at Discovery Network

From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands