Branding To Attempt to Widen Your Market

Diageo, PLC, owner of the Johnny Walker Scotch and other spirits, is seeking to enhance its market by appealing to women to drink its Scotch.  Diageo's marketing campaign started with a "#LoveScotch" campaign which showed photos of women (young ones) drinking Scotch together.  These photos were blasted on billboards and across social media platforms.  Diageo apparently finally figured out that Johnny Walker was primarily a "man's" drink and wanted to change that notion.  So, Diageo began its campaign to include members of the opposite sex whom it ignored for years. 

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:

To 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.