11/03/2016
NEWS STORY
McLaren-Honda has announced a multi-year extension to its long-standing partnership with Johnnie Walker.
Diageo's world-famous scotch whisky brand has been a partner of McLaren since 2005, last year celebrating its 10th anniversary with the team.
In that period, McLaren and Johnnie Walker have showcased a number of innovative partnership strategies. Central to the collaboration has been both brands' commitment to the 'Join The Pact' campaign - an international social responsibility initiative that encourages people around the world to make their commitment to never drink and drive.
Johnnie Walker's 10-year sponsorship of McLaren has given it a stable and consistent platform upon which to tackle this global issue. To date, it has achieved striking global success, with more than 2.6 million signatures to the pact - something that has left a positive and indelible mark on the culture of responsible drinking.
Additional campaigns include a collaboration with a master blender to create an exclusive limited-edition blend with Jenson Button, and the 'Step Inside The Circuit' video series, which featured behind-the-scenes access to our drivers, and an insight into the whirlwind Formula 1 lifestyle. Both have been hugely successful.
Last year, Johnnie Walker unveiled its 'Joy Will Take You Further' campaign, which seeks to reframe how people view success and happiness. After five years working with Jenson, Johnnie Walker has recognised how his positive mindset has helped him to succeed in his career, making him the perfect ambassador for the new campaign. Alongside double McLaren world champion Mika Häkkinen, and Hollywood actor Jude Law, Jenson will continue to help Johnnie Walker inspire people all over the world to forge their own path and enjoy every forward step they take.
Johnnie Walker Global Brand Director, Guy Escolme said: "I am very excited that we have renewed the partnership between Johnnie Walker and the McLaren-Honda Formula 1 team. Both Johnnie Walker and McLaren-Honda are innovative brands that embody pioneering spirit, with a mutually rich heritage and passion for quality while constantly inspiring forward progress.
"The partnership over the past 10 years has enabled Johnnie Walker to showcase real-life stories of progress and to collect over 2.6 million commitments from consumers around the world to never drink and drive - part of our responsible drinking campaign, 'Join The Pact'. Through our renewed partnership we will continue to strive for our global target of 5 million commitments, working alongside our global responsible drinking ambassador Mika Häkkinen.
"We look forward to working with the McLaren-Honda team to inspire a new generation with continued stories of progress, and celebrating every step of the journey."
McLaren Executive Chairman & CEO, Ron Dennis said: "Johnnie Walker's renewed agreement with McLaren-Honda underlines our belief in, and commitment to, the strength and durability of long-standing commercial partnerships. A partnership that has existed for more than a decade provides each party with greater levels of strength and depth - huge positives in today's fast-moving consumer society.
"The Johnnie Walker brand is synonymous with quality, and, like ourselves, they're not only incredibly proud of their heritage, but keen to push the limit in a hugely dynamic and constantly shifting marketplace. At McLaren-Honda, we absolutely share that ambition.
"The partnership has developed a long and dynamic list of creative initiatives, not least the admirable 'Join The Pact' responsible drinking campaign. Our renewed partnership will not only extend that socially responsible message, but also see the launch of a series of new and exciting concepts and ideas.
"Last but very far from least, this partnership renewal eloquently and irrefutably underlines the robust and exciting direction in which McLaren-Honda is going, with victory on track the destination."