6. Johnnie Walker (82)
Interbrand salutes Johnnie Walker (+10%, $4.745bn) for “another exceptional year”, with 15% net sales growth in 2012 and a 28% rise in sales of premium spirits via the success of new Blue Label packaging in North America and a digital media ad campaign enabling custom bottle engraving.
Johnnie Walker’s new ‘House of’ Beijing and Shanghai properties in Chnia, dubbed ‘the world’s largest embassy for Scotch Whisky outside of Scotland’ were a big success, but the brand did stoke controversy by using a CGI Bruce Lee in a July campaign to mark the 40th anniversary of his death.
“Despite ongoing global expansion, Johnnie Walker continues to develop award-winning advertising and design, while maintaining visual consistency and its premium, quality positioning in the market,” Interbrand wrote.
(Picture Credit: Miguel Vaca/Flickr)