Johnnie Walker makes pledge to support responsible drinking

23rd September, 2013 by Amy Hopkins

Johnnie Walker has pledged one million kilometres of safe rides home as part of its Join the Pact responsible drinking campaign.

Johnnie Walker logo

Johnnie Walker will be providing a further one million kilometres of safe rides home as part of its Join the Pact initiative

The initiative was launched in partnership with the Scotch brand’s global responsible drinking ambassadors, Vodafone McLaren Mercedes driver Sergio Perez and two-time world drivers’ champion Mika Häkkinen.

The Diageo-owned company announced its determination to gather a further one million pledges to never drink and drive by inviting consumers around the world to use the hashtag #ImNOTdriving on social networking sites.

“Our partnership with Vodafone McLaren Mercedes has given us a strong platform from which to talk about responsible drinking,” said Gavin Pike, global brand director for Johnnie Walker.

“Johnnie Walker is dedicated to personal progress, it is what the brand personifies, and we believe that responsible drinking is part of that progress.

“Launching this campaign globally shows our commitment to encouraging responsible drinking through setting world-class standards in responsible marketing and by promoting the message with our racing program.”

In return for consumer commitments, Johnnie Walker will offer one million kilometres of safe rides home, which started in Singapore last week.

In partnership with SMRT Corporation – Singapore’s mass transit provider – Johnnie Walker started its provision of 10,000 kilometers of free rides, as well as private rides home by Häkkinen from a racing event.

Häkkinen said prior to the Singapore launch: “I am passionate about encouraging responsible drinking and I’ve been around the world with Johnnie Walker to spread the message. At Singapore I’m looking forward to being the designated driver at the Johnnie Walker Circuit Lounge event.”

Since the of Johnnie Walker’s partnership with Vodafone McLaren Mercedes, more than one million consumers from across the globe have already signed a pledge to never drink and drive.

Recently recruited global responsible drinking ambassador Perez added: “Responsible drinking is a very important issue and, as a driver with Vodafone McLaren Mercedes, I feel that it’s my responsibility to reinforce this message.”

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