In conjunction with its partnership with UBER, JOHNNIE WALKER® Malaysia has launched its Join The Pact campaign, a campaign designed to promote responsible drinking. Encouraging customers 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 attain 1 million pledges and provide Malaysia with a chance to show its support to Race To A Million.
The partnership between JOHNNIE WALKER® and UBER, a luxury chauffeur service, provides consumers with 20,000 kilometres worth of safe rides home in the 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.”
In conjunction with the launch, JOHNNIE WALKER® revealed the newest element of the Join The Pact campaign – The Glass Car. The film features a CGI model of a McLaren Mercedes F1 car and Mika Häkkinen, two-time world drivers’ champion. Mika enforces a clear and impactful message by saying, “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 will be heading to Malaysia in March 2014 to help spread this important message and build support from Malaysian consumers to Join The Pact. Five local ambassadors will also pledge their commitment to support the campaign as they work with JOHNNIE WALKER ® to inspire consumers to get on board with this campaign.
JOHNNIE WALKER ® is proud to be collaborating with budding filmmaker Quek Shio Chuan, mixologists Shawn Chang and Kart Too, and chef Nigel Richter as part of this campaign. The other two ambassadors have yet to be revealed. This collaboration will come to life over the next 6 months, 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.
For more information on Join the Pact, visit www.jointhepact.com, or for more information about UBER, visit https://www.uber.com/
