Diageo-owned Scotch whisky brand Johnnie Walker has inked a deal with ride sharing app Uber as part of a campaign to encourage people not to drink and drive, ahead of new drink driving legislation coming into force in Scotland on Friday, 5 December.
The Never Drink and Drive campaign, which forms part of the brand’s global responsible drinking programme, Join the Pact, will see the brand give away 30,000 kilometres of free rides in Great Britain during the festive season, with consumers in London, Manchester and Leeds being offered a ride via the Uber app.
Diageo has also entered a new partnership with Department for Transport ‘Think!’ campaign to promote not drinking and driving this December. The partnership will be communicated via outdoor media, Facebook and an above the line media campaign.
Andrew Cowan, country director, Diageo GB said: “During the festive season millions of Brits will celebrate with a drink, and we are committed to encouraging people to never drink and drive. We hope that everyone takes part in Join the Pact and makes that public commitment.”
As part of a launch event today in Edinburgh Formula 1 drivers Mika Häkkinen, Jenson Button, and Kevin Magnussen will all demonstrate their driving skills and provide rides in Edinburgh city centre to competition winners, media and special guest in a Johnnie Walker branded Caparo T1 supercar and two McLaren MP4-650S sports cars.