Feel at home with Johnnie Walker
Pivot SP created a premium and intimate Johnnie Walker experience across 21 destinations, that resonates with the Kenyan market.
With Johnnie Walker being a premium imported spirit, it was losing visibility and sense of place in destinations. The goal for the Johnnie Walker roll-out was to increase its ownership of locations.
The Johnny Walker campaign was rolled out on a smaller scale than the rest of the brands in the larger EABL project, but it had to translate into a super premium experience. Although imported, the experience was localised and aligned with the Kenyan culture. Design was used in a way to create intimate spaces where guests would feel “at home” with Johnnie Walker, and get to know the family within the premium range – from red all the way to blue.
The Johnnie Walker brand assets were used to create a unique brand experience for consumers in outlets stretched across Kenya. Touchpoints included back-of-bar display units, bar front signage, mobile bars, interior and exterior seating including lounge pockets, couches, ottomans, coffee tables, wall graphics, solar snapframes, brand pillars, decorative frames and many more.
- Roll-out from October 2017 to complete in November 2018;
- 21 outlets to be re-branded;
- 17 unique products created;
- 530 units produced;
- App and web based platform developed and deployed to manage implementation and placement of assets.