Taken From Modern Drunkard...
All Dressed Up and
Somewhere to Go
Johnnie Walker
Scotch Whisky
Johnnie Walker’s first foray into print advertising left something to be desired- the 1883 illustration featured a broken-hearted Scot boo-hooing over a bottle of whisky smashed at his feet. The exercise-obsessed dandy who would lead Johnnie Walker to the pinnacle of scotch supremacy didn’t hit the ground walking until 1909.
Modeled after the company’s founder, John “Johnnie” Walker, the character was drawn by famed illustrator Tom Browne under the direction of George Walker, John’s grandson. Initially called “The Regency Buck,” the icon’s moniker was later toned down to the more descriptive (if less dashing) “The Striding Man.” The family name had more than a little to do with the logo’s ambulatory nature.
Why It Worked: His top hat, walking stick, breeches and riding boots promise a refined product for an upscale market. Combine that with his elusiveness (yes, he can see you fine through his solid-gold eyeglasses, he simply doesn’t have time to dally with the likes of you) and it makes for a very attractive symbol for the rung-climbing careerist set with money to spend. This formula also dovetails nicely with Johnnie Walker’s ladder of incrementally expensive color-coded whiskies.
Evolution: During
the 1950s The Striding Man took a break from pounding the
pavement for a bit of sport, appearing in adverts engaged
in the gentlemanly pursuits of golf and billiards. He hit the bricks shortly thereafter and remained relatively
unchanged until very recently. All
that pacing must have helped him think, because he presently
seems to have solved the riddle of invisibility (see
right.)
If you thought he the was hard to pin down before, try to catch him after he strips down. Why the change? Graphic
artists are ever striving to make marketing symbols simpler,
and thus more easy to recognize. And in this case you’re going to have to recognize him by his threads, because his face has vanished.
Dark Secret: Was once a bootlegger. During America’s bout with prohibition, the distillery engaged in what they called their “special trade,” that being the delivery of boatloads of their whisky into the hands of rumrunners working from small Canadian isles near the U.S. coast.
Claim to Fame: Aside from dominating the world-wide Scotch market, Johnnie Walker is Superman’s choice of liquor.
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