Diageo: Brand Visibility Building brand presence in the on-trade environment

  • Context

  • In September 2008, Singapore was host to the world’s first Formula 1 night race. For Diageo, it was crucially important that Johnnie Walker, a lead sponsor of the Mercedes McLaren F1 team, maintain visibility throughout the duration of the event.

  • Challenge

  • FITCH was tasked with the temporary branding of one of Singapore’s largest nightclubs—the St James Powerhouse—for Johnnie Walker Black Label. The task was to leverage the brand’s visual toolkit to create as much impact and equity as possible whilst being mindful of the feel of the host nightclub.

  • Solution

  • The programme encompasses branding throughout key areas of the club—entrances, DJ booths and VIP areas, as well as the bar areas. Branding needed to be strong and simple to achieve cut-through in a dark, noisy and crowded environment. The signature feature of the project is the interactive VIP tables, which reveal a hidden brand graphic when pressure is applied to their surface.

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