Diageo whisky brand Johnnie Walker Double Black is only available in Ontario LCBO stores until January, and is getting the word out by blanketing Toronto’s King St. TTC station in ads promoting its “Keep Walking” slogan.

David Allard, marketing director for Johnnie Walker, tells MiC the campaign, with media by MediaCom and creative from Toronto-based Strata, also includes billboards and transit ads throughout the city.

Though it aims to reach men and women, Allard says Johnnie Walker over-indexes on males aged 29 to 50.

Johnnie Walker is also targeting business people with the launch of a LinkedIn page as part of the campaign. Allard says it is the first major alcohol brand to advertise on the site in Canada.

Spotted by: Katie Bailey, editor, Playback