UK: Johnnie Walker launches Monaco drink and drive campaign

By | 27 May 2008

Lewis Hamilton and Mika Häkkinen last week unveiled in Monte Carlo the latest campaign in the Johnnie Walker 'Responsible Drinking' programme, on the eve of the Monaco Grand Prix weekend.

Hamilton and Häkkinen revealed the centrepiece of the announcement, the European launching of The Pact, to drive consumers to make a commitment not to drink and drive.

The Pact Simulator is the latest tool in Johnnie Walker's programme to promote Responsible Drinking.  In the form of a futuristic pod, it will provide consumers with a practical demonstration to remind them of the dangers of driving under the influence of alcohol in a controlled virtual environment. 

Lewis Hamilton said: "Mika and I want to use the public profiles we've gained through F1 to raise awareness of the importance of making a personal commitment not to drink and drive. We know that through F1 and the sport of motor racing, fans all over Europe and the world will hear this critical message."s

The programme will be formally launched across Europe later this year.

At the beginning of April this year, Häkkinen launched The Pact in Asia, when he demonstrated last year's McLaren MP4-22 on a section of the Singapore Grand Prix circuit. 

Additional events were held in Brazil in the build up to the Sao Paulo Grand Prix and in Canada prior to the race in Montreal. To date, thousands of consumers have provided their signatures as a mark of their personal commitment not to drink and drive.

"The Pact simulator will enable people to see for themselves how alcohol impacts the ability to drive. I think the role we play is a bit like dropping a pebble in a pond - if we can start a ripple that gets the message across to a wider audience, well that has to be success in my view." Lewis concluded.

Sectors: Beer & cider, Spirits, Wine

Companies: Johnnie Walker

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