Johnnie Walker Just Became 'Jane Walker' For Empowering Women But No One Even Asked For It

Every other day we see a brand coming up with different and 'unique' strategies to ensure they too become a part of the prevailing 'gender equality' or women empowerment bandwagon. While we are all for women getting their equal rights and ensuring that there is no discrimination on the basis of gender, there are times when these brands go a little too far. And Johnnie Walker might just be an addition to that list. At least that's what the internet says. © Facebook/Johnnie Walker So, in order to attract women customers to drink scotch, Diageo, the world's largest spirits company, who gave us the iconic Johnnie Walker, is coming out with a limited edition Black Label Scotch- Jane Walker. Introducing Jane Walker, our new icon that celebrates progress in Women's Rights. With every step, we all move forward. pic.twitter.com/1YP32odgJk — Johnnie Walker (@JohnnieWalkerUS) February 26, 2018 What's the difference you ask? Well, it isn't known if there'll be any difference in the contents and the taste, all we know is that the 'Jane Walker' bottle will feature a woman wearing a hat and the same clothes as that of their century year old logo that has a man. Here's the difference: Johnnie Walker's transformative 'Jane Walker' campaign will support gender equality: https://t.co/TSDsVW5HQV pic.twitter.com/PevvwBv2q7 — Adweek (@Adweek) February 26, 2018 These bottles will hit the US markets (for now) in March in order to coincide with both Women's History Month and International Women's Day. The main purpose, though, is to attract women but thankfully, all this will lead to a noble cause. The brand will donate $1 of every bottle sold $34 bottle sold to organisations that support women causes. Johnnie Walker is rolling out a female version of its iconic Scotch logo. Welcome Jane Walker. pic.twitter.com/F8BTkTv5hE — The Trend Setter ðºð¬ð°ðª (@Ugaman01) February 27, 2018 While all of this is great, there's one thing that didn't go down too well with Twitter users. VP Stephanie Jacoby said in an interview, "Scotch as a category is seen as particularly intimidating by women. It's a really exciting opportunity to invite women into the brand." Umm...okay. She should have thought twice before saying this because honestly, this was just a controversy waiting to happen. So of course, as soon as this reached the careful eyes and ears of Twitter users, came in the plethora of tweets stating why this is not what gender equality and women empowerment entails. 1. Oh well… Lady scotch. Johnnie Walker has invented scotch for the ladies. We have been intimidated by scotch, you see, and need a lady picture to reassure us that it's a drink for lil' girls. I don't buy brands that patronize me. Raspberry to you, lady scotch! pic.twitter.com/zlKldqvnCw — Movies Silently (@MoviesSilently) February 27, 2018 2. Even the haters are offended i personally hate scotch but it's not because my lady throat can't handle it ð — babou the ocelot (@rococo_puffs) February 27, 2018 3. The gif says it all Seriously, Diageo? "Jane Walker," a Scotch for women? FFS, pic.twitter.com/Lys88Qlk0H — josh rubin (@starbeer) February 26, 2018 4. Everyone rn From Johnnie Walker to Jane Walker. I don't know what to think. Is this #offensive ? I think l'll stick to my Johnnie!ð¥ #Diageo #JohnnieWalker #JaneWalker #whisky #rebranding #bold #move #marketing #liquor #news #marketing #scotch #singlemalt #wsj #women https://t.co/Ni8P0MTXVI pic.twitter.com/NaLS4Wduv2 — Gabriella Bousaid (@gabriellabousai) February 27, 2018 5. Is that what happened? Diageo marketing team- Ok we need to let women know it's ok to be intimidated but they are cordially invited to drink and spend lots of money on our whisky... Marketer 1: I've got it! Let's change Johnnie to Jane and put a lady on the bottle! Rest of team: Yasss ðð» #JaneWalker pic.twitter.com/0PuVn6zQSY — Julia⨠(@juliajmack) February 27, 2018 6. Couldn't have said it better. I don't often feel compelled to comment on other whisky brands' marketing activity, but, #JaneWalker?! I'm no feminist but I do not need a woman on a bottle to tell me it's ok to drink it! Summed up in this brilliant article: https://t.co/EdpVMKlUGR pic.twitter.com/fXfHJonIK2 — Jennifer Masson (@jenmnicol) February 27, 2018 7. Pretty much IMHO women are quite comfortable drinking any of the above two and Johnny walker, so this idea of Jane Walker seems to be superfluous and counter productive. — Toy Vader (@toy_vader) February 27, 2018 8. Might even get fired after this. How much money do you think they paid a marketing consultant for this? https://t.co/dAgQravYSI — Logic Expert (@lukeoneil47) February 26, 2018 9. NOPE This... this is a joke, right? — Courtney (@emeraldphoenix) February 26, 2018 10. There's a new poem in town Jane Jane, Yes Papa, Drinking whiskey? No Papa, Open your mouth, Haaaaaaaaa *Papa faints* Jane walker — name_can_not_be_blank (@newshungree) February 27, 2018 The efforts put in by the brand to contribute to women causes is obviously appreciated by one and all but the VP's statement might just put off their potential customers.