DS Techeetah Activation excellence: Manufacturing powertrain components from spent coffee pods


As an agency with vast commercial experience in motorsport, GroupWhistle was handpicked by the multiple Formula E championship-winning team to provide crucial marketing support services.

The manufacturer-backed squad had identified a gap in its internal capability and wanted to work with a dynamic, reactive and experienced external resource that it could rely on to deliver high-quality documents and assets – often at very short notice.


A firm understanding of DS Techeetah’s precise commercial objectives gave us license to write and design a range of commercial proposals and team creds documents.

We brought the team’s partner proposals to life by researching prospect companies and producing compelling pitch documents that contained crucial business case data and fully-illustrated activation concepts.

The team’s activation concepts were generated solely by GroupWhistle and included a ‘Race to Recycle’ programme that showcased Nespresso’s commitment to making sure 100% of its aluminium coffee pods were sustainably managed, by using spent pods in the manufacture of powertrain components for DS Techeetah’s Formula E cars.

“We consider Whistle to be a valuable external agency resource to DS Techeetah. They certainly understand how motorsport business works and how important strong marketing and pitch documents are. You always feel confident when you put a document that Whistle has helped to produce in front of a prospect.”

Mark Preston

Former Team Principal

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