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Johnnie Walker set to debut ‘Jane Walker’ in attempt to forward ‘brand’s commitment to progress’

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Liquor giant Johnnie Walker's latest brainchild unveiled its new "Jane Walker" campaign to promote the company's "commitment to progress"  and to laud achievements in gender equality.

What are the details?

Johnnie Walker announced Monday that its special edition bottles will begin to appear on shelves in March, just in time for International Women's Day and Women's History Month.

The traditional Johnnie Walker logo on these bottles will be replaced with Jane Walker as part of a female empowerment branding campaign.

"As a brand that has stood for progress for nearly 200 years, Johnnie Walker is proud to take this next step forward by introducing Jane Walker as another symbol of the brand's commitment to progress," the company said in a statement, according CNN Money.

The bottles will go on sale in March and will cost around $34, adding that for every bottle of Jane Walker Edition sold, the company will donate $1 to organizations that champion women's causes, up to $250,000, CNN reported.

Stephanie Jacoby, vice president of Johnnie Walker, told AdWeek that "important conversations about gender continue to be at the forefront of culture," and as a result, the company strongly believes that there is "no better time than now to introduce our Jane Walker icon and contribute to pioneering organizations that share our mission."

"We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality," Jacoby added.

"Scotch as a category is seen as particularly intimidating by women," Jacoby told Bloomberg. "It’s a really exciting opportunity to invite women into the brand."

Jacoby also told the outlet that, as of April, the company's board will be 50 percent female.

"We really see Jane as the first female iteration of our striding-man icon," she told Time. "We like to think of our striding man and our striding woman as really walking together going forward."

What has been some of the response so far?

Social media has been split on the company's announcement — some people praised the company for apparent strides in gender equality, while others mocked the move as patronizing.

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