delivering a pan-European brand activation

Johnnie Walker

Formula 1

Purity were appointed by CSM and Diageo to provide extensive operational and staffing input to the Johnnie Walker Pop-Up Bar at a series of Formula 1 races across Europe during the 2017 season.

Following a competitive tender, Purity worked with CSM to create a mass liquid-on-lips sampling campaign in each location. Five bespoke sampling bars were deployed at each race, all supporting the central Johnnie Walker bar, designed to look like a large whisky crate. In five out of the six races this was sited in the Fanzone. Visitors to the races had the opportunity trial sip samples of Johnnie Walker mixed with Fever Tree Ginger Ale. The Johnnie Walker bar then offered a series of cocktails that consumers could purchase during live days.

Johnnie Walker masterclasses and the opportunity to meet and greet F1 drivers including Jenson Button and Sergio Perez were offered throughout the campaign.

Purity worked closely with partners from our International Agency Network to provide local staff as mixologists, bars managers and sampling staff all managed by our project team. The campaign delivered over 160,000 samples and nearly 20,000 cocktails were sold at the Johnnie Walker bar.