A short film called "The Man Who Walked Around the World" (2009), starring Robert Carlyle with an emphasized scotch accent, outlines the history of the Johnnie Walker brand. The Scotch ness is exhibited very well. The music in the backgrounding is progressing. The educated aristocracy with taste would be impressed only if it is as artistic as theater. Thus, in order to deliver the message of continuos walking to success artistically, the video was shot without any cuts for more than 6 min.!
Johnnie Walker's marketing and advertising projects clearly builds the brand image and reaches the specific audience around the globe. One of their new tactics is to organize golf events in order to reach the specific audience (the rich with taste) and also add some prestige to the name. The excellence that JW achieved in terms of quality is marketed by reenforcing the steps that the brand took to become successful. By the beginning of the 21st century Johnnie Walker marketed symbolism of progress internationally. The "steps" to fineness in quality is explained by the slogan "Keep Walking", which was adopted by the pro-democracy protestors and parliamentary speech writers.