Johnnie & Genius: The Top 5 Johnnie Walker Print Adverts

Johnnie Walker is one of the biggest scotch whisky brands in the world. With a history dating back to 1820 and iconic motifs such as The Striding Man, the Johnnie Walker brand is instantly recognizable and beloved amongst scotch whisky fans. A contributing factor to the endurance of Johnnie Walker is the fantastic marketing and advertisements that helped to put the brand on the map. Since the 1910s, Johnnie Walker has been pushing the boundaries of spirit marketing. 

So, today, with the help of my Tailored Spirits Co. colleague – award-winning designer, Tom Costello – we will be counting down our favorite Johnnie Walker adverts from The Whiskey Wash’s Johnnie Walker Advert Archive, and discussing why these works of genius were so important in establishing the brand.

AH = Adam Harding
TC = Tom Costello

5: 1920s – Alongside A Wonder Of The World, The Mastery of Storytelling

Overview: Back in the 1920s the world was emerging from years of conflict and entering a golden age of art and architecture. With the effects of the Industrial Revolution now commonplace, travel was also a lot more attainable. Stories from far-flung and exotic corners of the world became an intoxicating dream and advertisements began to benefit from these stories.

(AH) – Advertising Technique: Bandwagon, Association, and Aspiration. By placing Johnnie Walker himself next to a wonder of the ancient world we correlate that Johnnie Walker is held in the same esteem as a world wonder. This also adds a touch of the exotic being in Egypt, a place most will never see themselves but even there in a corner of the world Johnnie Walker is enjoyed. The level of person able to afford to travel to such locations also places the product in esteemed company, a dream for anyone to achieve.

(TC) – Design: The design of this advert uses a much more passive approach compared with today. It uses detailed illustrations to draw the reader’s focus without directly referencing the whisky itself. Instead, it focuses on a clear narrative, how no matter where you go Johnnie Walker can be relied upon.

This style is very much typical of print advertising of the time. Due to production limitations, color, and advanced printing techniques weren’t available, making illustrators crucial to all marketing campaigns. Their skills were essential for creating not only the original famous Johnnie Walker logo designed by Tom Browne but also this illustrative style of ad in this case drawn by Leonard Ravel Hill.

(AH & TC) Overall: We love this design as it is so evocative of the time, the grand age of exploration and possibility, the world has recovered from war and good things are on the horizon. The illustration in comic style is memorable and approachable, a character that everyone can love, across the world.

4: 1930s – A Simple View With A Clear Message, What Does The Discerning Whisky Drinker Order? Johnnie Walker.

Overview: The 1930s had seen 10+ years of recovery and the good life was in full swing, pre-depression. Whisky drinkers had developed into connoisseurs, bars, and speakeasies were frequented with a bit more regularity and people paid attention to social status. This minimalist advertisement does a lot of talking with very few words. 

(AH) Advertising Technique: Credibility, Bandwagon, and Aspiration. A very intelligent way to advertise, showing those not buying the product as learners and those that do as higher in social status. You should buy Johnnie Walker because other people do, especially those who are no longer learning.

(TC) Design: With this ad, you can see a significant change from the 1920s. The economic climate led to the need to simplify messages and communicate them quickly and efficiently. Advances in printing techniques allowed for much crisper edges, which suited the streamlined look and the move towards Modernism and Art Deco.

By the 1930s, companies were starting to realize the importance of a strong brand identity. This ad clearly identifies Johnnie Walker, ensuring it stays top of mind for customers, even more so than previous ads.

It’s also interesting to note how the message that ‘straight is the best way to drink whisky’ has persisted over time. The funny idea that those who don’t know how to drink whisky properly are still learners is a playful take that we can still see remnants of today in bars across the world.

(AH & TC) Overall: What a design impact. Clean, very legible, and a little playful, this art suggests that you can look the same but it is what you say and do that really sets you apart. You can imagine turning the page to this full spread and just being absorbed by it the illustration is sharp and classy, a confident portrayal.

3: 1940s – An Ad Campaign During The Campaign To Save The World

Overview: In the 1940s, when the world was back in the chaos of war, unity, and togetherness were needed along with great struggle and hard work. While whisky production was incredibly limited during the war years with the majority of the barley production utilized to feed people, there was still a glimmer of joy with a glass of whisky whilst ⅓ of production was still allowed.

(AH) Advertising Technique: Unity, Product Centric, Correlation. Given the unimaginably trying times of the war, a whisky would have been a welcome relief for many. This campaign put the product front and center as a goal, something to be earned through hard work for King and country. Everyone was doing their bit and the correlation was that your “Good Work earned you Good Whisky“

(TC) Design: With this series of adverts towards the end of the Second World War, you can tell Johnnie Walker adopted a more respectful and serious tone. Gone are the humorous takes from the 1920s and 30s. Instead, the focus is on connecting the Johnnie Walker brand to the essential efforts of the people at the time, aligning with the values of resilience and quality work.

The detailed illustrations highlight the hard work and spirit of workers, with the clear effort to align the Johnnie Walker brand as being thought of in the same light. The color palette of these 4 adverts remains limited, reflecting the printing limitations of the 40s, and the emphasis has shifted from the logo we saw in the 20s to the square bottle itself, a clear focus more towards brand recognition.

I also believe that due to restrictions on paper quality during the war, these adverts were likely printed on lower-quality paper. This could well be the reason for the use of larger typography and a clear hierarchy to ensure readability despite the potential paper availability problems. 

(AH & TC) Overall: This campaign contained some beautiful artwork, depicting some all too familiar scenes, with fences being removed, ships being built and fields being turned. The idea that the dream of a good dram after doing your vital work for the day was enough hope to keep some forging on in the most trying of times. A poignant advertisement.

2: 1950s – Johnnie Walker, The Round Whisky In The Square Bottle 

Overview: The birth of modern advertising was in the 1950s, now considered the golden age. Johnnie Walker as a brand is now supremely confident, having been the world’s best-selling whisky for some time. The iconic brand is now instantly recognizable and can be referenced without the name. A clever play on words shows the ever-present good humor that has marked the company as an enjoyable brand to interact with.

(AH) Advertising Technique: Aspirational, Product Centric, and Visual Appeal. While this lifestyle advertising can appear elitist, ultimately it appeals to a larger audience – the haves, and the want-to-haves. Product set front and center alongside ‘gentlemanly’ pursuits in snooker and cricket playing. A little education at the bottom gives the consumer some pub trivia and a chance to show their own knowledge to others.

(TC) Design: Compared to the wartime ads we see much more vibrant colours now thanks to improvements in printing technology and a shift towards more bold designs. The rich greens and reds in these adverts really pop compared to the more restrained tones of the 1940s. The square bottle is still front and center and is now an iconic part of the brand and is instantly recognizable.

The slogan, “The ROUND whisky in the SQUARE bottle,” is playful and memorable, understandably miles away from the more serious tone of the 1940s adverts. The use of sports such as cricket and billiards is a clear sign that these ads are aimed at the middle and upper classes, who most likely respect quality and tradition, two things Johnnie Walker holds in high regard!

(AH & TC) Overall: We start to see photorealistic art supporting these clever advertisements which give such clarity and a luxury feel to the brand, shaped a little like a Polaroid photo which was invented a the turn of the decade. Modern sophistication, what more could a gentleman require?

1: 1960s – Humour Takes Center Stage

Overview: A brand supremely confident in itself and playing on the now commonplace familiarity of the household Johnnie Walker name and the brand’s iconic elements. Everyone knows the slanted label as Johnnie Walker and this ad lathers this on in abundance. There is an awareness that the familiarity of the brand now gives people comfort.

(AH) Advertising Technique: Shock, Product Centric, and Humor. The large photorealistic image with the label being ripped off is completely engrossing. What a way to catch attention and is likely the first time a brand has advertised their product being damaged. The humor it plays on is an intelligent way to charm old and new customers, an endearing characteristic.

(TC) Design: From a design standpoint, the biggest change is the shift from illustration or artwork to photography. The development of Offset printing allowed images like this to be produced with vibrant colors, and crisp details, and much faster than ever before. The move to realism rather than illustration, I think, is now trying to appeal to a younger and more modern consumer.

The ad also nods to the irreverent pop art style of the time with its playful headline and copy. There is a clear move away from the authoritative voice of earlier adverts to a more engaging and approachable style typical of the late 1960s. The significant use of white space in this advert draws attention to the bottle and guides the reader’s eye to the information, making it another effective campaign for the Johnnie Walker brand. I personally love this one!

(AH & TC) Overall: This might well be our favorite from the Johnnie Walker archive. A clever and witty way to grab attention, especially in a time when there was plenty of competition for attention with new products being invented and released to the growing consumer market. Humor goes a very long way for a brand, you can take your business seriously while not taking yourself too seriously.