Whiskey brand Johnnie Walker has replaced its iconic top-hatted gentleman with a woman in honor of Women’s History Month and International Women’s Day. The new temporary mascot, who they are calling “Jane Walker” looks almost identical to her male counterpart, only with a shapelier figure and long black hair.
The company has produced 250,000 bottles of the limited-edition Jane Walker whiskey, and will be donating a dollar for each bottle purchased to the organizations Monumental Women and She Should Run. The former organization is working to build a monument in New York City for women’s suffragists, while the latter is supporting women running for public office.
Stephanie Jacoby, vice president of Johnnie Walker says of the decision:
Scotch as a category is seen as particularly intimidating by women. It’s a really exciting opportunity to invite women into the brand.
The company is also working to increase representation of females among their employees.
It is understandable that the company wants to increase their number of female consumers, but marketing directly to women is a tricky business. We’re seen other companies flop recently in their attempts to appeal to women – including the “Lady Doritos” controversy and KFC casting singer Reba McIntire as Colonel Sanders. What do you think – is “Jane Walker” a cute way to appeal to women, or is the whiskey company just trying too hard?