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Johnnie Walker Unveils ‘Jane Walker’ To Attract Women & Champion Gender Equality
By Izza Sofia, 27 Feb 2018
Johnnie Walker has launched Jane Walker, its premier feminine iteration of the brand’s ever iconic and recognizable ‘Striding Man’ logo.
The company revamps the quintessential Johnnie Walker logo for the first time in over a century to show a woman strapped in typical Johnnie Walker-ish boots—mid-stride and with the classic tip of the hat.
The Jane Walker Edition will be available in March 2018, in celebration with Women’s History Month and International Women’s Day.
Jane Walker represents the brand’s dedication and commitment towards the championing of female empowerment causes and widening its appeal among women.
As part of the campaign, Johnnie Walker will donate US$1 for every bottle of the Jane Walker Edition to organizations supporting women’s causes.
Johnnie Walker will also donate to She Should Run, a group dedicated towards the encouragement of women in the political sphere.
Stephanie Jacoby, Vice President of Johnnie Walker, told TIME that Scotch is often perceived as an intimidating category by women. By changing the logo, Johnnie Walker hopes to make women feel more welcomed by the brand.
Introducing Jane Walker, our new icon that celebrates progress in Women’s Rights. With every step, we all move forward. pic.twitter.com/1YP32odgJk— Johnnie Walker (@JohnnieWalkerUS) February 26, 2018
[via The Drum, opening image via Johnnie Walker US]
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