We helped Johnnie Walker use its Formula 1 sponsorship as a force for good through a global responsible drinking campaign and to deliver a new brand position.
Johnnie Walker wanted to support Diageo’s marketing strategy which focussed on responsible drinking whilst also promoting its new brand position.
We tackled the issue of drink driving by creating a campaign, fronted by Mika Häkkinen, that asked consumers to commit to Never Drink and Drive. We used the global appeal of Formula 1 and the assets available to help the brand launch it’s new Keep Walking campaign, Joy Will Take Your Further.
The results were excellent - $30 million media value achieved, 1.4 million views of new content featuring F1 assets, responsible drinking activations in more than 40 countries across 5 continents leading to 2.6 million people joining the pact to Never Drink and Drive.