For over a century, the Striding Man has been Johnnie Walker’s icon and an integral part of its history, always conveying the spirit and symbolizing moving forward.

He’d been untouched for over 100 years. But in 2018, when female progress in America faced obstacles, Johnnie Walker took the bold step of introducing a new form of the icon; The Striding Woman.

Jane Walker; the first ever female iteration of the logo, was born as a celebration of the many achievements of women, the men who support them, and the shared journey towards gender equality.

This in itself was a statement, showing the commitment to inspire women to Keep Walking.

A Special-Edition of its Black Label blend, The Jane Walker Edition, was introduced in March for Women’s History Month. Proceeds from every bottle went towards organizations such as Monumental Women, dedicated to bringing more female icons to the forefront of society.

Johnnie Walker Black Label The Jane Walker Edition became available for purchase nationwide in March 2018 in celebration of Women’s History Month.

To support the effort, Johnnie Walker pledged a donation of $1 for every bottle made to organizations championing women’s causes, with a total donation of up to $250,000. In partnership with Instagram influencers, people were encouraged to tag friends with the #walkwithjane hashtag, which triggered an additional donation in support of women’s progress organizations.

With the donation, Johnnie Walker supported Monumental Women, a nonprofit dedicated to creating a monument honoring America’s women’s suffrage movement in New York City’s Central Park.

Johnnie Walker also celebrated the next generation of female leaders by donating a portion of the proceeds to She Should Run, who are dedicated to inspiring women to run for office.

The campaign engaged over 4MM followers and earned 188k views and 708 comments, amplified through our influencer program.

Earned media coverage drove excitement and intrigue for the release of the Jane Walker Edition garnering 1.5 billion impressions and over 350 stories in target-relevant outlets, including TIME, Ellen and Forbes.

Drove 92% positive sentiment highlighting Jane Walker as a celebration of women.

Within the first 30 days of becoming available on ecommerce site ReserveBar, sales of the Jane Walker Edition were recorded at 159% above average for Diageo LTOs within the first month of launch.

Across traditional retail, many retailers had to limit sales to 1 bottle per consumer due to high demand.

JohnnieWalker.com saw an 18% increase in site visits in the month of March YOY (vs. March 2017) after the launch of Jane at the beginning of the month, indicating mass interest and support for the initiative.