Johnny Walker Promote Responsible Drinking with McLaren Deal

May 5, 2011

Diageo-owned whisky, drugs  Johnnie Walker will replace its branding of the Vodafone McLaren Mercedes Formula One team for the 2011 Formula One Turkish Grand Prix, with, a global resource designed to help people make responsible choices about drinking.? ?

The corporate partner of the Vodafone McLaren Mercedes F1 team will feature on both Lewis Hamilton and Jenson Button’s helmets and racesuits as well as on the rear view mirrors and the rear wing endplates of the two cars throughout the race weekend. ? 

DrinkIQ is sponsorsed by Diageo and designed to help people make responsible choices about drinking – or not drinking, providing a comprehensive resource on alcohol related topics for consumers, parents, teachers, retailers, community officials and others with an interest in responsible drinking.?  ?

Ewan Topping, Johnnie Walker global sponsorship manager, said: “Thanks to our groundbreaking relationship with Vodafone McLaren Mercedes, now into its seventh season, the Turkish Grand Prix gives Johnnie Walker a great opportunity to further spread our responsible drinking message. 

“Formula One is a fantastic platform for us to highlight our global commitment to raising awareness about this important social issue.”?

The partnership saw 2006 double F1 World Champion Mika Häkkinen sign on as Johnnie Walker’s Responsible Drinking Ambassador and since his appointment the driver has visited over 30 countries across four continents, promoting the importance of staying in control and encouraged over 750,000 consumers to join the pact to ‘never drink and drive’ at the official website.? ?

Hakinnen added: “Johnnie Walker has been committed to highlighting the importance of responsible drinking and the dangers of drinking and driving for many years. I strongly support this cause and hope this initiative at the Turkish Grand Prix will further increase awareness of DrinkIQ.”