online marketing psychology

November 24, 2011

The Giant Is No Longer Asleep

Since I've been back in Belgium, I haven't mentioned Brazil that much. Not because nothing is happening there though.

Johnnie Walker is a very strong brand in Brazil. It has acquired noun status. "Not a tissue but a Kleenex" type of thing. Ordering a red-label means whiskey.

I feel the brand wants to connect to the growth of Brazil, tap into the patriotic feelings. With the large international events coming up, that might not be a bad place to be in. The ad fortifies that connection by connecting it to one of the hallmarks of Brazil: the Sugar Loaf Mountain in Rio de Janeiro.

At the end it says: the giant is no longer asleep.

I guess it is not.

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