United Distillers has signed its first advertising deal with MTV
Europe to promote Johnnie Walker Red Label to young adults.
The six-month United Distillers deal is for Johnnie Walker Red Label,
the world’s best selling whisky brand. It will be promoted across Europe
with the strapline ’Taste Life’.
It is the first time the brand has received advertising support in the
UK since the early 70s.
A spokeswoman said that MTV has taken steps to avoid being accused of
trying to attract underage drinkers by agreeing only to air the ads
after 11pm central European time.
’We want to attract young adult drinkers in the 25-year-old age
By only airing the ads after 11pm it is unlikely we will reach a younger
audience,’ she said.
MTV Europe said that the ads would conform with Independent Television
Commission rules on the times they are shown and their content.
UD said it was unable to confirm whether other brands would follow
Johnnie Walker Red Label on to MTV.
The new campaign, created by Leo Burnett, is based on a 60-second
commercial that was shot in Thailand.
The deal is in contrast to moves in the US, where both Miller Brewing
and Anheuser Busch have pulled ads off MTV because of growing concern
about marketing alcohol, particularly spirits, to underage drinkers.