HAKKINEN NAMED AS JOHNNIE WALKER AMBASSADOR.
22 November 2006
Diageo plc has appointed double Formula One champion Mika Hakkinen as the responsible drinking ambassador for its Johnnie Walker Formula One sponsorship programme.
Hakkinen's new role will involve raising awareness on issues of responsible drinking, particularly in relation to driving – including the importance of having a designated driver and promoting anti-drink drive messages to Formula One race audiences.
“The association with Johnnie Walker and Team McLaren Mercedes has seen us successfully deliver the responsible drinking and safe driving message to millions of people around the world,” Ben Anderson, global brand director for Johnnie Walker, explained. Our belief is that delivering these messages through Formula One and its role models will raise responsible drinking awareness.
“Our ongoing commitment to the advancement of our responsible drinking programme is demonstrated through the creation of this ambassadorial role. Mika's close association with McLaren and Mercedes, and his status as a role model for professionalism, precision and control to race fans around the world make him perfect for this job.”
Hakkinen's appointment builds on the current association between Johnnie Walker and the McLaren Mercedes team – a partnership that has seen over £2 million invested each year since 1995 to promote responsible drinking messages in Grand Prix markets.
With the issue of responsible drinking and safe driving being one applicable to Formula One markets throughout the globe, the Mercedes DTM driver said he was proud to have been chosen to fill the role.
“I am extremely proud to represent such a prestigious company as Diageo in this very important role,” the Finn said. “My years on the racetrack have shown the vital role responsibility and control play in motor sport, these principles are just as important for drivers on the road around the world.
“This is a role that I truly believe in.”