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NEW YORK Johnnie Walker’s brand icon, the Striding Man, is taking bigger steps into the sports arena as the scotch looks to better connect with its male 25-35-year-old target audience.
The Diageo-owned brand will make its largest-ever investment in sports-related advertising to get its brown liquor before baseball, football, golf and racing fans. The company spent $10 million on media behind the brand last year, per TNS Media Intelligence.
Johnnie Walker will break as many as six baseball- and football-related print ads with the theme of greatness.
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