Heineken has launched its global Formula 1 partnership with two new campaigns: “When You Drive, Never Drink” and “More than a Race”.
The launch coincided with the brand’s first Formula 1 Grand Prix as an official F1 Event Title Partner, the Formula 1 Gran Premio Heineken d’Italia 2016. Both campaigns will be rolled out on TV and digital platforms this year and throughout 2017.
“When You Drive, Never Drink” is the latest chapter in Heineken’s long-term commitment to encourage responsible drinking. A new TV commercial features road safety pioneer and F1 legend, Sir Jackie Stewart. The ad can be viewed on SLR’s Shopflix site, and is a must-watch if you’re a fan of 70’s sideburns.
“More than a Race” features former F1 driver and current TV commentator, David Coulthard. The commercial will be aired in mid-September.
The campaigns will be expanded through digital activity, live fan experiences, PR initiatives and on packaging/point of sale.
Gianluca Di Tondo, Senior Director for the Global Heineken Brand said; “We have partnered with the ideal ambassadors for each campaign. Sir Jackie’s track record in road safety is unparalleled, with nearly 50 years of pioneering work. David enjoyed a highly successful career as an F1 driver, and now has a multi-faceted role in the F1 community.”
From the 2017 Formula 1 season onwards, Heineken will be the F1 Event Title Partner of three Formula 1 Grands Prix. It will also have a significant presence at six additional Formula 1 Events.
