Scotch whisky: How to regain momentum?

Johnnie Walker sales went from 10 million cases in 1999 to 19.1 million in 2013.

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The Diageo response is a campaign that seeks to "flip the formula for success - to help people see that happiness actually fuels success, not the other way round".

And there you have the slogan, adapted across advertising platforms.
At the movies: "Talent wins admirers. Joy wins fans."
At the airport check-in: "Travel plans will get you there. Joy will get you further."
http://www.bbc.com/news/uk-scotland-scotland-business-34277124