Serengeti Breweries Limited (SBL) through its premium Scotch whisky “Johnnie Walker” unveiled its new advertising campaign today at Serena hotel dubbed “Joy Will Take You Further”.

The campaign is meant to bring to life the concept that joy can be a catalyst of progress and aims to generate a positive culture by promoting and encouraging the idea that finding joy in the journey is part of success. The rationale of the campaign is to also reach a large number of Johnnie Walker consumers and urge everyone to celebrate personal progress achieved on their walk to success. This will also be Johnnie Walker’s opportunity to inspire consumers to emulate a few achievers who are passionate about what they do and have achieved success as a result.

According to SBL’s Head of Spirit Marketing & Innovation Stanley Samtu “As a brand, Johnnie Walker has always stood for progress- it’s been the story of our whisky since our founder John Walker started it all nearly 200 years ago. What two centuries of experience have taught us is that progress doesn’t have to be an endless uphill journey- we can enjoy the steps we take and the more happiness we find in them the more likely we are to achieve our goal. Evidence is confirming a conviction that sits at the heart of our brand: “Joy Will Take You Further”. Studies have shown that happier people are more productive, collaborative, creative, and are more resilient to challenges and better liked by those around them”…explained Samtu.

In Tanzania we have people from all walks of life: from Sheria Ngowi in the fashion industry, Tino Tairo illustrator, Dj Frank Jez a renowned Dj from Ireland and Dj Peter Mo who are really passionate about what they do and have set the benchmark in their various fields in the country. They are part of successful world figures like Jude Law, Jenson Button and Zhao Wei who believe that keeping positive and finding the joy every day in the job they do is one of the things that helps them move forward in their careers.