Johnnie Walker has launched a new advertising campaign focusing on the flavour credentials of the scotch whisky in a bid to attract new drinkers.

The global campaign entitled ‘Where Flavour Is King’, produced by ad agency Love, is designed to “open consumers’ eyes” to the depth and variety of flavour across the Johnnie Walker range. It reintroduces the brand’s striding man as its central character alongside giant fruit smashers, towers of spices, honey cauldrons and fire-breathers.

The campaign will launch in global markets including Africa Australia, Brazil and Russia this month before hitting Europe in July 2013.  It will be supported by an above the line campaign across outdoor and radio, as well as promotional materials and social media via Facebook including an app which educates users about the flavours in each Johnnie Walker label.

“We’re thrilled to be able to ‘Keep Walking’ in the footsteps of John Walker,” said global brand director Gavin Pike.