Johnnie Walker is in the business of selling whisky—a decidedly male-targeted undertaking. With the signing of male supermodel David Gandy to hawk the brand’s Blue Label, they’re clearly using the old “sex sells” marketing strategy.
Selling sex appeal to men by using sexy men in ads is a somewhat recent phenomenon. Aspirational sex appeal using sexy male models is a buy-product by-product of the mainstreaming of the “modern gentleman.” The “metrosexual” has gone mainstream.
Alison Forestal, general manager, Diageo Reserve Brands, Western Europe, said: "David is the definitive modern gentleman and the ultimate ambassador for Johnnie Walker Blue Label.
Gandy’s supermodel status was established as the face of Dolce and Gabbana for its Light Blue fragrance in 2006.
"There is no better way to align our game-changing product proposition than by partnering with a contemporary, game-changing individual. We are extremely proud of the partnership and we look forward to working with David to continue our journey of setting definitive, international standards in whisky excellence."