Diageo's next step was to roll out a female-branded version of its Johnny Walker Black Scotch. Notably, Diageo is altering its logo from this:
While this logo change is for a limited time, it certainly gets the point across as to who the target audience is for Diageo. This ad campaign is quite a change for a label that only targeted men in its ads just a short time ago. Clearly, the new ad campaign to target female Scotch drinkers is a nod to the fact that more women are drinking Scotch than before which could be a reaction to more Scotch makers adding new flavors (e.g. honey, maple, etc.). The times, they are a-changing and smart companies are changing with them.