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Johnnie Walker is looking for a smarter path for its ambulatory ambitions. This time, for Blue Label. Johnnie Walker has always been a brand for the connoisseur, whisky consumer or not (remember 'Ultimately, there's black' and 'All sharp, no flat'). In recent years, Johnnie Walker Black Label's 'Keep Walking' has been among India's most subtle if-visually-striking ad campaigns. Reassurance for the self-assured. The brand has delivered on its promise without having to 'brush the lint off the tartan', so to speak. John Walker, the 1805-born tea-trader turned malt blender from Ayrshire in the Western lowlands of Scotland, would have been proud of the tightrope walk, arguably. It's the same blend, with the same intrinsic appeal... Now comes Johnnie Walker Blue Label, billed as the original blend espoused by John Walker (Black Label is credited to Alexander Walker, a descendent) and priced some seven times high. Blue Label was launched in 1992 globally, but the engagement of Indian sensibilities seems to be a new affair. Does it have something to say that's even finer, on balance, than Black Label? There's no judging that just yet, but initial signs suggest that the brand would like to take it nice and slow---walk with the sort of carefully crafted sophistication that makes for enduring brand appeal. Not giving the game away prematurely, nor maintaining little more than just a ghostly presence. Doing what's just about enough to get within perceptual range of the target consumer (he or she, whoever, of an exceedingly rare sensibility, no doubt) before daring to venture any deeper than the first flush of blue.
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