Heineken has reinforced its long term commitment to encourage responsible drinking with its global Formula 1 partnership.
‘When you drive, never drink’ features road safety pioneer and F1 legend Sir Jackie Stewart and looks to communicate a powerful anti-drunk driving message that leaves consumers in no doubt – when you drive, you never drink.
Coinciding with the brand’s first Formula 1 Grand Prix as an official F1 event title partner (Formula 1 Gran Premio Heineken D’Italia 2016), Heineken has also launched ‘More than a race’ featuring former F1 driver and current F1 commentator David Coulthard which centres on the insight that F1 is more than a two-hour race.
Gianluca Di Tondo, senior director global Heineken brand, commented: “Our new campaigns deliver in two key areas; a new and innovative take on our responsible consumption platform, and a brand campaign aimed at driving commercial opportunities. For each of these, we are only just beginning. Both will be expanded through digital activations, live fan experiences, PR initiatives and packaging/point of sale activations.
“We have partnered with the ideal ambassadors for each campaign. Sir Jackie’s track record in road safety is unparalleled, with nearly 50 years of pioneering work. He’ll be heavily involved in the wider ‘When you drive, never drink’ campaign for Heineken. David embodies out ‘More than a race’ activity, he enjoyed a highly successful career as an F1 driver, and now has a multi-faceted role in the F1 community.”
Formula One group chief executive, Bernie Ecclestone, added that the new campaigns from Heineken are “impressive”.
“They provide impact, innovation and scale,” Ecclestone said. “The campaigns capture the essence of F1; safety and responsibility coupled with excitement and glamour. This is an example of why we were excited about Heineken joining the F1 family.”
‘When you drive, never drink’ will be highly visible at the Italian Grand Prix with extensive track branding and outdoor media in Milan. ‘More than a race’ will officially launch mid-September.