Mon | Aug 21, 2017

Heineken releases Formula One campaign

Published:Wednesday | September 14, 2016 | 9:05 AM

Heineken has officially launched its global Formula 1 (F1) partnership with two new campaign: 'When You Drive, Never Drink' and 'More than a Race'.

The launch coincides with the brand's first Formula 1 Grand Prix as an official F1 event title partner; the Formula 1 Gran Premo Heineken D'Italia 2016. Both campaigns will be rolled out across multiple markets 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, featuring road-safety pioneer and F1 legend Sir Jackie Stewart, creatively communicates a powerful anti-drink driving message where consumers are left in no doubt - when you drive, you never drink.

 

ABSTINENCE ONLY OPTION

 

It reinforces the company's view that when you're behind the wheel, abstinence is the only option. The campaign will also be highly visible at the Italian GP through extensive track branding and an outdoor media campaign in Milan.

More than a Race features former F1 driver and current TV commentator David Coulthard. It centres on the insight that F1 is not just a two-hour race. An F1 race weekend is a 72-hour spectacle of glamour and excitement, taking place in some of the world's greatest cities. The commercial will be aired in mid-September 2016.

Gianluca Di Tondo, senior director, global head of brand at Heineken, said, "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."

He added: "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 our More than a Race activity. He enjoyed a highly successful career as an F1 driver, and now has a multifaceted role in the F1 community."

Bernie Ecclestone, CEO of the Formula One group, said; "Heineken's new campaigns are impressive. They provide impact, innovation and scale. The campaigns capture the essence of F1 - safety and responsibility coupled with excitement and glamour."