Just under 100 days away from the debut of the first edition of The Town, music, culture, art and entertainment festival in São Paulo (SP), Johnnie Walker announces its presence as the official whiskey of the event and reinforces its participation in the main festivals in the country , investing more and more in music as a platform to amplify the ‘Keep Walking’ message.
The festival will take place on the 2nd, 3rd, 8th, 9th and 10th of September, at the Interlagos Circuit, whose 350,000 m² area occupied by our dear and historic motorsport circuit will house six stages. The Town 2023 expects to receive 600 thousand people in the five days of programming, and to infect the public, Johnnie Walker will be present on the pitch for the first time with an iconic activation.
The presence at festivals has been a successful strategy for the brand this year. An example of this is the success achieved with actions at Lollapalooza Brazil. Since naming rights from one of the stages, passing through the activation at the stand, the gifts and the prices of the drinks in the bars… Everything was thought to generate a desire to try the Johnnie Walker Blonde, the brand’s launch for the event. The result was a 153% growth in whiskey consumption, compared to the 2022 edition. And this percentage is even higher when we consider only sales made directly at the brand’s stand: 322% more than in the last edition.
According to Diageo, the company that owns the Johnnie Walker labels, this was the biggest experimentation action ever made by the brand. This is due, in part, to the visibility guaranteed by the proprietary stage, which took the name of the new label; by the glass where the drink of the drink was served, which was visually appealing; and the content produced by guest influencers, in the brand space.
On the other hand, an internal survey revealed that word of mouth advertising around the drink was key to generating sales. That’s what explains Eric Strauss, Scotch Marketing Director at Diageo.
“O drink Blonde Citrus Highball has a different flavor than what is usually expected from a drink with whiskey. Being refreshing, it suits the daytime occasion, where most of the festival takes place. This factor pleased the different tastes, and added to the iconic glass of the brand that the person won when ordering the drinkhelped them recommend it to their friends”, he analyzes.
Who has confirmed attendance
The festival is coming and anxiety only increases with every news related to The Town. In addition to Johnnie Walker, other brands have already confirmed their presence at Cidade da Música, and we announce all of them here. Do you remember? Let’s recap.
- Chilli Beans will bring the activation of weddings, which is a guaranteed success at Rock In Rio, with the right to a small chapel set up inside the festival space;
- KITKAT will be the festival’s official chocolate and is running a promotion with a raffle for several prizes, including an epic package to enjoy The Town and other exclusive experiences with two friends, all expenses paid;
- Gerdau will supply all the steel used in the construction of Cidade da Música. There will be 330 tons of 100% recycled steel to mold fixed and temporary structures, including entertainment equipment, building foundations and race track infrastructure;
- Spotify launched The Town Hub, making the festival the first Brazilian brand to have a hub of playlists on the platform. The news is available to users free e premium.
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