Johnnie Walker invites Canadians to join the pact to never drink and drive via #ImNOTdriving

In Partnership with Two-Time Formula One World Champion Driver Mika Häkkinen

TORONTO, May 15, 2014 /CNW/ - Ahead of the Canadian race weekend in Montreal, Johnnie Walker has partnered with two-time F1 World Champion, and Johnnie Walker Global Responsible Drinking Ambassador, Mika Häkkinen to launch Join the Pact - a global movement with the aim to gather over 1 million more commitments to never drink and drive.  Today at LCBO Queens Quay, Mika announced that Johnnie Walker will be offering $20 taxi vouchers to be used towards a free ride home (in limited quantities) for those who Join the Pact in downtown Toronto. To reward the commitments, Johnnie Walker is giving away 1 million kilometres of free rides home across the globe to help get the world home safely. The LCBO is proudly adding their support to this important cause against drinking and driving.

This morning Mika performed the World's Most Powerful Signature, a driving spectacular to mark his commitment, producing his signature on tarmac with tire marks. "As a Johnnie Walker Responsible Drinking Ambassador I've been involved with the Join the Pact campaign for a number of years, and it is great to see how they continually come up with fresh ideas to get our message out there," says Mika Häkkinen. To date globally, Join the Pact has collected over 1 million signatures and has been recognized in over 30 countries worldwide.

"Johnnie Walker is proud to headline this cause in collaboration with the powerful endorsement of Mika Häkkinen. We believe drinking and driving can become a thing of the past when Canadians Join the Pact and announce #ImNOTDriving," said  Alistair Kidd, Brand Director, Whisky & Rum, from Diageo Canada.

"LCBO has promoted the 'don't drink and drive' message for many years, and most recently through its award-winning Deflate the Elephant campaign," said LCBO President & CEO Bob Peter. "We are pleased to be part of the Johnnie Walker Join the Pact campaign as it reinforces this important message to people around the world."

To Join the Pact, tweet @JohnnieWalkerCA using #ImNOTdriving and visit, or find a Johnnie Walker representative in downtown Toronto on select nights from May 15-June 4, and you can Join the Pact with them to get an instant free ride home.

Join the Pact

JOHNNIE WALKER has placed responsible drinking at the heart of its eight-year Join the Pact campaign. Through its pioneering partnership, with Mika Häkkinen as the Global Responsible Drinking Ambassador alongside Kevin Magnussen and Jenson Button, JOHNNIE WALKER tackles the issue of responsible drinking directly through the Join the Pact campaign.

Join the Pact asks consumers everywhere to make a commitment to never drink and drive through signing a pact. Since 2006 Mika has led this call-to-action initiative, which has been activated worldwide, collecting over one million signatures. Mika has visited over 30 countries on four continents, spoken to countless media, government officials, stakeholders and consumers delivering important messages through unique JOHNNIE WALKER experiences.

At the 2013 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX, JOHNNIE WALKER revealed the next stage for Join the Pact, an ambition to gather a further one million global commitments to never drink and drive via the hashtag #ImNOTdriving. To honour the one million commitments secured, JOHNNIE WALKER will give away one million kilometres of safe rides home across the globe.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills, Smirnoff, Cîroc, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

Celebrating life, every day, everywhere.

Image with caption: "Mika Häkkinen, Johnnie Walker Global Responsible Drinking Ambassador and two-time F1 World Champion (CNW Group/Diageo Canada)". Image available at:

Image with caption: "Mika Häkkinen signs his commitment to Join the Pact against drinking and driving at LCBO Queens Quay (CNW Group/Diageo Canada)". Image available at:

Image with caption: "(L-R) Jakob Ripshtein, President, Diageo Canada; Bob Peter, CEO & President, LCBO, Mika Häkkinen, Steve Petsinis, General Manager, LCBO (CNW Group/Diageo Canada)". Image available at:

SOURCE: Diageo Canada

For further information:

Rachel Walters, A&C

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Diageo Canada

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