In order to be relevant and meaningful to these customers, the first step of the strategy was to gather them all in a “place of their own”. A place where Johnnie Walker Black Label adorers could find relevant information about their favorite scotch and also be inspired by the Johnnie Walker way of life : the endless pursuit of personal progress. The Keep Walking Club was created to build a strong bond between the brand and its members, through Mentorship events, exclusive promotions, customised products, contents and special offers. For this target, to thoroughly know something means empowerment.

In less than a year the Keep Walking Club reached the mark of 38,000 registered names and 10,000 active members.