SCOTCH whisky brand Johnnie Walker recently launched its happiness-centered “The Way I Walk” campaign as well as the campaign’s faces, a press release from its parent firm announced this week.
“Mountaineer Romi Garduce and musician, actress, and blogger Saab Magalona are among a growing number of people who epitomize a way of thinking that challenges the conventional wisdom that success leads to happiness,” the statement read.
“Instead, these remarkable personalities celebrate the fact that happiness actually helps people achieve more.”
The new global campaign declares joy “the key to meaningful progress” and highlights people “who credit the power of joy with taking them further. Its global endorsers include Formula One world champion and McLaren Honda driver Jenson Button, actor Jude Law, American alternative rock band OK Go, and Mr. Garduce — the Philippines’ first “global ambassador” for the whisky brand, according to the statement.
Mr. Garduce is the first and so far only Filipino to have climbed the Seven Summits, the highest mountains of each of the seven continents.
Dr. Matt Killingsworth, a US-based psychologist who studies human happiness, was a consultant for the campaign. “People sometimes think of happiness as a far-off, distant prize only to be won by their years of hard work or when they achieve conventional markers of success, like a higher income or a bigger house. But there is a growing body of evidence that enjoying happiness along the way makes success more likely,” he was quoted saying.
For his part, Jon Good, general manager of Johnnie Walker parent Diageo Philippines, Inc., said: “Evidence is confirming a conviction that sits at the heart of our brand: ‘Joy will take you further.’
