Johnnie Walker has launched a film and digital push featuring Formula 1 driver, Jenson Button, to promote its retail partnership with Tesco. The campaign offers the chance to win a driving masterclass with Button, as the whisky brand is a sponsor of the McLaren Mercedes F1 team.
https://www.youtube.com/watch?v=6fUDSWwvu68
Johnnie Walker has launched a film and digital push featuring Formula 1 driver, Jenson Button, to promote its retail partnership with Tesco. The campaign offers the chance to win a driving masterclass with Button, as the whisky brand is a sponsor of the McLaren Mercedes F1 team.
The slow-motion film shows the change in reactions on people’s faces as they are driven around a racetrack, and then their driver is revealed.
Adrienne Gammie, global marketing manager sponsorships for Johnnie Walker, Diageo, said:
“Compelling reasons to buy for shoppers at point of purchase is key for continuous recruitment into Johnnie Walker. For this campaign we wanted to maximize our sponsorship assets to create a disruptive experience that would stand out in a retail environment (on and offline) and drive shopper to the point of purchase.”
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