Great Britain: Never drink and drive
Johnnie Walker launched a festive season 'never drink and drive' campaign in Great Britain in December 2014 as part of the Global Join the Pact campaign.
Case study 14 JUL 2015
Following the collection of 25,000 commitments to never drink and drink at the Ryder Cup, the campaign continued in Edinburgh, where global Responsible Drinking Ambassador, two-time Formula One world champion Mika Häkkinen, and McLaren Honda drivers Jenson Button and Kevin Magnussen provided rides in the city centre.
In addition, the Johnnie Walker announced it would give away 30,000 kilometres in rides in Great Britain during the festive season to encourage people not to drink and drive. The announcement was made the day before new drink driving legislation came into force in Scotland, reducing the blood alcohol limit from 80mg to 50mg in every 100ml of blood.
Diageo also entered a new partnership with the Department for Transport's ‘Think!’ campaign to promote not drinking and driving over the holiday period. The partnership communicated its message via outdoor media, Facebook and a media campaign.