JOHNNIE WALKER® Malaysia announces global responsible drinking ambition to provide safe rides home, in partnership with UBER.
Join The Pact is the JOHNNIE WALKER® responsible drinking campaign that encourages consumers to sign the pact and make a commitment to never drink and drive. JOHNNIE WALKER® has embarked on a mission to create a global movement to get 1 million pledges and now Malaysia will be able to show its support to the RACE TO A MILLION. Through the exciting partnership between JOHNNIE WALKER® and luxury chauffeur service, UBER, 20,000 kilometres of safe rides home will be provided to consumers in Klang Valley.
Natalie Harley, Senior Brand Manager of JOHNNIE WALKER® Malaysia comments:
“JOHNNIE WALKER® strongly believes that the decision to drink responsibly and stay in control marks a significant step forward in personal progress. We are proud and excited to be able to bring this initiative to Malaysia and empower consumers to make the right choice.”
As part of the launch, JOHNNIE WALKER® unveiled the latest element of the Join The Pact campaign, The Glass Car. This stunning film features a CGI model of a McLaren Mercedes F1 car and Mika Häkkinen, two-time world drivers’ champion. The message is clear and impactful, as Mika Häkkinen says – “The Glass Car is a powerful reminder of how easily our dreams can be shattered – watch it, share it and sign the pact never to drink and drive”.
As the JOHNNIE WALKER ® Global Responsible Drinking Ambassador, Mika Häkkinen will be visiting Malaysia in March 2014 to help deliver this important message and build support from Malaysian consumers to Join The Pact. In addition, five local ambassadors are also pledging their commitment. JOHNNIE WALKER® will be working with these figureheads to inspire consumers around this important social message, as well as celebrating their personal accomplishments.
Throughout the next 6 months, these handpicked personalities will partake a journey parallel to the brands’ ambition and passion to achieving greater heights. This venture aims to inspire JOHNNIE WALKER® fans across the country through their commitment to progress and innovation, brought to life by their stories of success and hard work.
The first three ambassadors were unveiled during the event, with JOHNNIE WALKER® proud to be collaborating with budding filmmaker Quek Shio Chuan, mixologists Shawn Chong and Karl Too, and Chef Nigel Richter, individuals who truly personify the “Keep Walking” progressive spirit.
This collaboration will come to life over the next half year, with all five ambassadors being special guests of Johnnie Walker at the JOHNNIE WALKER® STEP INSIDE THE CIRCUIT LOUNGE event on March 29th 2014.
This year’s JOHNNIE WALKER® CIRCUIT LOUNGE, set in the heart of the city, has been recently endorsed as the Official Malaysian Grand Prix Lounge Party.
2014 promises to deliver once again for Johnnie Walker fans. The JOHNNIE WALKER® CIRCUIT LOUNGE, a night renowned for extravagance and exclusivity will be featuring exceptional, newly crafted cocktails concocted by top class international Mixologists, and an exciting line-up of progressive talented DJs; fundamentals that the public have come to love and expect from Malaysia’s most established and anticipated race weekend party.
For more information on Join the Pact, visit www.jointhepact.com, or for more information about UBER, visit https://www.uber.com/
For more information on STEP INSIDE THE CIRCUIT LOUNGE, visit the JOHNNIE WALKER® Malaysia Facebook page, https://www.facebook.com/JohnnieWalkerMalaysia