GLENEAGLES, Scotland, Sept. 22, 2014 /CNW/ - Famous for driving of a different kind, two-time world drivers' champion and JOHNNIE WALKER® Global Responsible Drinking Ambassador, Mika Häkkinen, took time out from the Singapore Grand Prix to reveal that he'll be at this year's Ryder Cup in Gleneagles to encourage 25,000 golf fans to Join the Pact and commit to never drink and drive.
Throughout the Ryder Cup, official partner JOHNNIE WALKER, will be inviting golf fans to pledge in one of three ways: by signing up either online at http://www.jointhepact.com or with one of the 50 Join the Pact ambassadors around the Gleneagles course or by using the hashtag #ImNOTdriving on social media.
Join the Pact is a global responsible drinking initiative created by JOHNNIE WALKER that has already seen more than 1 million people around the world commit to 'Never Drink and Drive'.
JOHNNIE WALKER Global Responsible Drinking Ambassador Mika Häkkinen explained the importance of this campaign: "As a huge golf fan I know that driving on the golf course is all about staying in control as is driving on the road. Join the Pact is a commitment to staying in control and putting the safety of yourself, your passengers and other people ahead of everything else. It's a choice that guarantees everyone can enjoy great nights out and fantastic events like the Ryder Cup."
JOHNNIE WALKER Global Brand Director Guy Escolme added: "We want to make sure that our consumers enjoy our brands responsibly wherever they are and whatever they are doing. It's simply about making sure everyone has a great night and we believe that taking responsibility for your actions and staying in control is key. We have a number of sponsorships and ambassadors around the world and wanted to create a campaign that leveraged these to encourage people to drink responsibly."
Richard Hills, Ryder Cup Director, said: "The Ryder Cup is one of the biggest sporting events in the world, watched by an audience of millions. We're delighted that a brand of the scale of JOHNNIE WALKER is supporting it and fans of golf in such a worthwhile way. We would like to encourage all spectators and television viewers to take two minutes to Join the Pact."
Notes to Editors:
About Join the Pact
JOHNNIE WALKER places great importance on responsible drinking and tackles this issue through the Join the Pact campaign, with Mika Häkkinen as the Global Responsible Drinking Ambassador. 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 have been activated worldwide, collecting over a million signatures.
Mika has visited over 40 countries on five continents, spoken to countless media, government officials, stakeholders and consumers delivering important messages through unique JOHNNIE WALKER experiences.
At the 2014 SINGAPORE AIRLINES SINGAPORE GRAND PRIX this weekend JOHNNIE WALKER announced a new commitment target for the Join the Pact responsible drinking campaign. The new target is to collect 5 million pledges to Join the Pact, and to continue to drive awareness globally to never drink and drive.
About JOHNNIE WALKER®
JOHNNIE WALKER is the world's number one Blended Scotch Whisky brand, enjoyed by people in more than 180 countries around the world. Since the time of founder, John Walker, it has been closely associated with the concept of progress. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of the Walker family to grow the small grocery store founded in 1820 into an international whisky business selling stylish, authentic, iconic brands.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at http://www.diageo.com. Visit Diageo's global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
Please Drink Responsibly, visit http://www.DrinkIQ.com
The JOHNNIE WALKER words, the Striding Figure device and associated logos are trademarks © John Walker & Sons 2014.
SOURCE: Johnnie Walker
For further information: Cahir McDaid, firstname.lastname@example.org, 0044-2890395520 and Claire Lorimer, Claire.Lorimer@smartscommunicate.com, 0044-7894096150