To honor responsible customer engagement this holiday season and as part of its global responsible drinking programme, Join the Pact, Johnnie Walker has partnered with Uber and other transportation provides to offer a safe customer experience by providing free rides to party-goers throughout the world.
This year, the holiday campaign was launched in Edinburgh with Mika Häkkinen, former Formula 1 driver and Johnnie Walker Global Responsible Drinking Ambassador came together with Formula 1 drivers Jenson Button and Kevin Magnussen. The campaign will run in more than 60 other cities across the globe.
So far, the Join the Pact campaign has gathered commitments from more than 1.4 million people who vowed not to drink and drive in the month of September, when the campaign was launched with partners including McLaren and Uber and the help of F1 drivers prior to the Formula One race in Singapore.
During this holiday season Johnnie Walker will help people get home safely through a variety of initiatives with local transport providers. For example, in Edinburgh, the brand has partnered with Lothian Buses to offer free bus services to party goers coming home from Hogmanay event on New Year's Eve.
Uber will give away 250,000 kilometres of safe rides around the world.
"The involvement of Johnnie Walker in Formula 1 through our partnership with McLaren Mercedes has given the brand a credible platform to run a powerful
responsible drinking programme that has made real impact on a global scale,” said David Gates, Diageo Global Head of Premium Core Brands in a release. “This has been ongoing for almost a decade and our recent arrangement with Formula One group to become the Official Whisky of Formula 1 will allow us to expand the programme into new territories.”
Gates said that through activations of the programme in over 60 cities over the next few weeks, Johnnie Walker hopes to provide in the region of 250,000 kilometres of safe rides home.
"At Diageo, we take our commitment to the promotion of responsible drinking very seriously. We really hope that everyone joins the Pact and makes that public commitment this festive season."
Source: Diageo