Heineken turns to Sir Jackie Stewart and David Coulthard for first F1 campaigns

Heineken has reinforced its long term commitment to encourage responsible drinking with its global Formula 1 partnership.

‘When you drive, never drink’ features road safety pioneer and F1 legend Sir Jackie Stewart and looks to communicate a powerful anti-drunk driving message that leaves consumers in no doubt - when you drive, you never drink.

Coinciding with the brand’s first Formula 1 Grand Prix as an official F1 event title partner (Formula 1 Gran Premio Heineken D’Italia 2016), Heineken has also launched ‘More than a race’ featuring former F1 driver and current F1 commentator David Coulthard which centres on the insight that F1 is more than a two-hour race.

Gianluca Di Tondo, senior director global Heineken brand, commented: “Our new campaigns deliver in two key areas; a new and innovative take on our responsible consumption platform, and a brand campaign aimed at driving commercial opportunities. For each of these, we are only just beginning. Both will be expanded through digital activations, live fan experiences, PR initiatives and packaging/point of sale activations.

“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. He’ll be heavily involved in the wider ‘When you drive, never drink’ campaign for Heineken. David embodies out ‘More than a race’ activity, he enjoyed a highly successful career as an F1 driver, and now has a multi-faceted role in the F1 community.”

Formula One group chief executive, Bernie Ecclestone, added that the new campaigns from Heineken are “impressive”.

“They provide impact, innovation and scale,” Ecclestone said. “The campaigns capture the essence of F1; safety and responsibility coupled with excitement and glamour. This is an example of why we were excited about Heineken joining the F1 family.”

‘When you drive, never drink’ will be highly visible at the Italian Grand Prix with extensive track branding and outdoor media in Milan. ‘More than a race’ will officially launch mid-September.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian