31/07/2005
NEWS STORY
Today's Hungarian Grand Prix will see Team McLaren Mercedes display the Johnnie Walker livery for the first time as a ground breaking Partnership is launched.
The iconic Johnnie Walker Striding Man and Johnnie Walker wording will appear on the air intake of Kimi Raikkonen and Juan Pablo Montoya's Team McLaren Mercedes MP4-20s as well as on the drivers' overalls and team's race suits.
In addition to the brand's annual marketing investment of £15 million, £2 million will be invested in programmes designed to promote responsible drinking with the global message; "Take The Lead, Drink Responsibly". At the same time Johnnie Walker will communicate responsible drinking to its large global audience through advertising themed on control and individual responsibility; the need we all have to demonstrate responsibility in the way we enjoy ourselves.
"With a viewing audience of more than 2 billion annually, Formula 1 provides a unique global platform for us to take the lead and promote responsible drinking. As a company, we have made a long-term commitment towards promoting a shared understanding of what responsible drinking means and it will be at the heart of our Formula 1 activities with Team McLaren Mercedes," said Charles Allen, Marketing Director, Johnnie Walker.
"We believe that with their commitment to leadership, their strong values and their technological excellence, Team McLaren Mercedes will be a great partner in this mission."
"McLaren is supported by highly-valued, long-term partnerships with some of the world's most distinguished brand names, and we're delighted to welcome Johnnie Walker to this group," said Ron Dennis, Chairman and CEO, McLaren Group. "Working with Johnnie Walker and our other partners, we are contesting the 2005 season with a highly competitive car, fantastic drivers and a great opportunity to challenge for the championship. We look forward to winning together."
Norbert Haug, Vice-President, Mercedes-Benz Motorsport commented "The commitment of Diageo to join our team with their world-renowned brand Johnnie Walker is another good signal demonstrating the attractiveness of Formula One in general and especially our team for prestigious sponsor partners. Diageo's plan to use their involvement with Johnnie Walker as a platform for responsible drinking messages will be strongly supported by us as it is an important aspect of our partnership."