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Meet Jane Walker, a Female Version of the Iconic Johnnie Walker Striding Man

It's an earnest tribute to the surging feminist movement.
IMAGE Diageo
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If there's anything manlier than pounding Black Label with the boys, it's standing up for women's rights. Earlier this week, Johnnie Walker introduced the world to Jane Walker, a female version of its striding man logo. Jane is the star of a brand campaign to support the feminist movement, and will adorn a special edition of Black Label bottles that will release in March to coincide with Women's History Month and International Women's Day.

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But before you reach for the pitchforks and cry movement appropriation, know that Diageo, the company that owns Johnnie Walker, will be donating $1 for each Jane Walker bottle produced to nonprofit organizations that champion women's causes, including Monumental Women and She Should Run.

“Important conversations about gender continue to be at the forefront of culture, and we strongly believe there is no better time than now to introduce our Jane Walker icon and contribute to pioneering organizations that share our mission,” said Stephanie Jacoby, Vice President of Johnnie Walker. “We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”

Still, some staunch feminists have taken exception to the idea of Jane Walker, and likened it to the 'Lady-Friendly' Doritos and the female KFC Colonel. They've deemed it a disingenuous corporate advertising push that aims to profiteer off of the women's movement now that it has broken into the zeitgeist. Some also find that these campaigns take part in backhanded gender stereotyping, and are resentful of the perceived need to feminize a consumer product in the first place. For what it's worth, we think it's fine as long as the company actually makes tangible contributions to the advancement of women's rights and the feminist cause.

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Jane Walker is the latest installment of their "Keep Walking America" campaign, which began in 2016. Adweek also reports that the idea may have been originally intended for a 2016 launch—if only Hillary had won.

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Miguel Escobar
Assistant Features Editor for Esquire Philippines
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