The world’s leading premium drinks business appoints two-time Formula One World Champion to help promote responsible drinking and safe driving
Diageo plc has today announced the appointment of Mika Hakkinen as the Responsible Drinking Ambassador for its Johnnie Walker Formula One sponsorship programme. The role of the two-time Formula One champion will involve raising awareness on issues of responsible drinking, particularly in relation to driving.
The issues of responsibility and choice are at the heart of debates on alcohol. Through this appointment, Mika’s work will focus on the importance of designated drivers, and direct engagement activities to promote anti-drink drive messages amongst Formula One race audiences.
Global Brand Director for Johnnie Walker, Ben Anderson, explained: “The association with Johnnie Walker and Team McLaren Mercedes has seen us successfully deliver the responsible drinking and safe driving message to millions of people around the world. Our belief is that delivering these messages through Formula One and its role models will raise responsible drinking awareness.”
“Our ongoing commitment to the advancement of our responsible drinking programme is demonstrated through the creation of this ambassadorial role. Mika’s close association with McLaren and Mercedes, and his status as a role model for professionalism, precision and control to race fans around the world make him perfect for this job.”
Mika Hakkinen commented: “I am extremely proud to represent such a prestigious company as Diageo in this very important role. My years on the racetrack have shown the vital role responsibility and control play in motor sport, these principles are just as important for drivers on the road around the world. This is a role that I truly believe in.”
The appointment builds on the association of Johnnie Walker with Team McLaren Mercedes since 2005. The unique partnership has seen over £2 million invested each year to promote responsible drinking messages in Grand Prix markets.
A series of country specific programmes were developed to address the issues of greatest priority in each market. Examples of some of the activities delivered include:
- Shanghai: The ‘Responsibility in Heart, Safety on Road’ initiative - a 100 day campaign in partnership with Shanghai Traffic Police during the run-up to the Grand Prix
- Monaco: The ‘Johnnie Walker Pit-Stop’ – a campaign using Juan Pablo Montoya to encourage responsible drinking amongst Monaco race goers
- Brazil: The ‘Piloto da Vez’ initiative - ran in eight markets across Latam, a complete through-the-line programme to promote the use of a designated driver for a night out.
Johnnie Walker is an international, high-status brand that sells in almost 200 markets around the world; its core demographic of 25-35 year old men provides an excellent match with that of Formula One racing fans. This powerful and highly visible platform provides the opportunity to deliver messages about individual choice and responsible drinking to a captive audience. This approach to the sponsorship is fully supported by Team McLaren Mercedes whose reputation for success in Formula One has been built on a commitment to professionalism, precision and rigorous standards.
The responsible drinking programme, integral to Johnnie Walker’s sponsorship, forms part of parent company, Diageo’s, broader global commitment to be at the forefront of promoting responsible attitudes to alcohol.
The announcement of Mika Hakkinen’s appointment as Responsible Drinking Ambassador for Johnnie Walker’s Formula One sponsorship programme coincides with Diageo’s new partnership with the European Transport Safety Council (ETSC). The ETSC has today announced a two-year pan-European partnership with Diageo to identify best practices for reducing alcohol-related road fatalities and injuries among repeat drunk drivers and young and novice drivers.
The programme will establish Europe’s first dedicated ‘Drink Driving Policy Network’, a programme sponsored by Diageo and run from ETSC’s Road Safety College in Brussels, which aims to promote road safety across Europe.
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Notes to editor:
About DIAGEO:
Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, JεB, José Cuervo, Captain Morgan, Tanqueray, Beaulieu Vineyard, Sterling Vineyards and Chalone wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com
About MIKA HAKKINEN:
Mika Hakkinen raced in Formula One from 1991 to 2001, winning the driver world championship in 1998 and 1999. He has raced for Mercedes in the DTM (German Touring Car) series since 2005.
About JOHNNIE WALKER®:
JOHNNIE WALKER® is the world’s number one whisky brand, representing the concept of personal progress for the many people who enjoy it in more than 200 countries worldwide, just as it did to John Walker when he founded the business in 1820. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of Walkers to grow a small grocery store into an international whisky business selling stylish, globally recognised brands.
Today this progressive and innovative approach continues. In 2005 JOHNNIE WALKER® announced a partnering agreement with one of the world’s most successful Formula One racing teams, Team McLaren Mercedes. The sport provides a unique international platform for engaging with today’s consumer.
Throughout almost 200 years of trading, John Walker’s original values of quality and consistency have been rigorously applied to the blending process. Like John’s grandson, Alexander, a master of the art of blending, today’s specialists combine a first-class training, a natural talent and a Master Blender’s perceptive nose; all crucial when creating complex blends.
In 1908 “Born 1820 – Still Going Strong” appeared on JOHNNIE WALKER® advertising material. Nearly a hundred years later JOHNNIE WALKER® continues to produce successful leading-edge brands. The range of stylish, award-winning whiskies now includes RED LABEL, BLACK LABEL, GREEN LABEL, GOLD LABEL, BLUE LABEL, PREMIER and SWING. Together they account for 13.7 million cases annually, making JOHNNIE WALKER® the most popular whisky in the world.
JOHNNIE WALKER, the Striding Figure device and associated logos are trade marks.