J&BAR:
What does yellow taste like?
Looking for amazing pictures?
The client briefing from Diageo was ..euh... brief and to the point: increase the amount of young male J&B adopters by organizing memorable and innovative activations in clubs. Not an easy task, seeing as just about every brand is ready to put up a fierce fight for every inch of relevant space in current nightlife events.
As with most complicated problems, the answer was to keep it simple: the J&Bar was all yellow & very visible. The twist lies in its approach to stimulate trial & exploration of new drinking moments with J&B. We came up with 5 palate-pleasing 5 cl mini-mixes (J&B Orange Bandana, J&B Lime Kiss, J&B Coke Black Gold, J&B Berry Explosion and J&B Apple Dream), to allow people to taste the, so far undiscovered mixability of J&B whisky and to wipe out any pre-conceived notions about J&B.
The overall concept was to design a mixing hub to test and taste.
The bar elements are made of huge 1 gallon (1 cubic metre) containers. A system of bright yellow neon pipes and a cooling system turns it all into a flexible and easily transportable design bar: the J&Bar.
The outfits had to match the bar, of course, so we dressed all personnel in yellow coats. Their job was to invite people to try J&B at the mobile J&Bar and provide them with J&Bar bracelets.
J&Bar values in this consumer activation: status, release, unplanned experiences, vibrancy, originality, exclusivity, style, leading edge...
After more than 30 great club events, the J&Bar concept is now a well-known part of the design bar program of J&B. Outlet & consumer satisfaction are higher than ever...
Lesson learned: never be a yellow belly when going for new concepts.
