24 years separated Brazil’s third and fourth World Cup titles. There are also 24 years between the country’s last championship win in 2002 and a possible sixth title in 2026. To underline that hard work takes time and celebrate Brazil’s footballing legacy, Johnnie Walker has created a rare 24-year-old Whisky as part of an exclusive World Cup campaign. 

The campaign, developed by AlmapBBDO, pays homage to Brazil and its rich footballing history. Building on the emotion and the unifying power of football, Johnnie Walker is connecting with Brazil’s passion for the sport by showing that good things take time.

Born from research that found that while 77% of Brazilians consider themselves optimistic, only 33% believe in winning the sixth World Cup title this year. The campaign draws similarities between Brazil’s footballing legacy and Johnnie Walker’s ‘Keep Walking’ brand ethos to build excitement amongst the nation.

The launch of a rare 24-year-old drink brings to life the idea that no victory is immediate, but is instead built through consistency and a commitment to always moving forward. The launch underlines that great achievements take time. 

The 24-year-old whiskey was revealed alongside a campaign starring Brazilian footballing legend, Cafu. A voiceover from the footballer connects the narrative of the drink with Brazil’s World Cup history.   

“Football has taught me that no great achievement happens without time, dedication, and courage. In 2002, we lived one of the greatest moments in our history, and it is symbolic to think that, in that same year, the maturation of a whisky began that now represents the greatness of that moment and carries the same symbolism of a journey built with purpose,” says Cafu.

A charity auction will bring together exclusive experiences and offer the public the opportunity to taste the rare 24-year-old liquid. While campaign content starring Cafu aims to build excitement around the tournament and hope amongst fans. 

The initiative is part of Diageo’s broader platform for the FIFA World Cup 2026 as the company makes its debut as an official supporter in the Americas, marking the first time a spirits company has taken on this role. 

Feeding into the nation’s passion for football and telling a story of optimism, Johnnie Walker taps into a compelling sporting narrative, the power of perfection.