On the grid line in Monza for the 2019 Italian Grand Prix, F1 drivers were served up with a brand new pre formation lap stunt: a team of waiters serving bottles of Heineken 0.0.
A team of black tie wearing waiters and waitresses served up bottlers of the F1 sponsor’s alcohol free drink – positioning the product as the only Heineken the drivers can enjoy before driving.
Of course, this was really a publicity stunt in front of the cameras and the crowd, rather than a way to fuel the drivers before the race.
Although a few non-driver members of the F1 community enjoyed a bottle or two.
The stunt was developed by Heineken agency Publicis Italy where the team was led by global chief creative officer Bruno Bertelli, chief creative officer Cristiana Boccassini, executive creative directors Marco Venturelli and Luca Cinquepalmi, creative directors Edgard Guimaraes and Vinicius De Menezes, art director Giulia di Filippo and copywriter Sara Rosset.
Comment:
Heineken has become a leading light of the sports stunt marketing fraternity and amongst its best work are ‘The Test’ (see case study)
and ‘The Cliché’ (see case study).
The Grid Waiters stunt was part of a set of September 2018 F1 activations from Heineken which also included a David Coulthard fronted ‘Perfect Man’ spot (see case study) and it followed on from the June launch of its ‘Never Drink And Drive’ F1 activation (see case study).
Links:
Heineken
https://www.facebook.com/HeinekenUK
https://www.instagram.com/Heineken/
https://www.youtube.com/user/heineken
Publicis Italy
F1
https://www.facebook.com/Formula1/
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