This paper explains that by 1999 sales of Johnnie Walker had dropped -9.3% in five years and the brand and marketing had fragmented. To overcome this, BBH created a brand based around Johnnie Walker's brand icon of the striding man. 'Keep Walking' was born and has run in over 120 countries over six years with multiple executions and is still going strong today. Following the launch sales volume grew +21.2%. Using an innovative global 'test and control' analysis of 39 markets it showed that the markets using Keep Walking grew 21% in volume, whilst the others declined -8%. Keep Walking created an extra 3.3m 9L cases in volume and US$1bn in value, with estimates that so far it has been worth more than US$200m in profit