Diageo has released details of the latest activation from its “multi-year” tie-up with singer Sabrina Carpenter for Johnnie Walker.
Centred around the blended scotch whisky’s Black Label iteration, Carpenter fronts an advert (below) for the brand, overseen by La La Land director Damien Chazelle. The spot, which sees the singer adopt the whisky’s ‘Keep Walking’ tagline, “marks the next chapter in the collaboration, bringing Sabrina’s distinctive energy and the spirit of Keep Walking to life”.
Details on where the ad will air were not disclosed.
“Working with Johnnie Walker and Damien was such a creative adventure,” said Carpenter, who in September, gave her signature to a limited-edition bottle of Black Label. “We wanted to create a true cinematic experience that was playful, unexpected and full of personality. This film felt like the perfect way to tell the Keep Walking story and capture the energy of this next chapter.”
Last week, Diageo booked a steady start to its current fiscal year, as sales from the three months to the end of September came in at +0.6% compared to the corresponding period in calendar 2025. The group’s fiscal year runs until the end of June.
