The recent official pre-season test at Barcelona went pretty well for the McLaren-Honda Formula 1 team, even if they didn’t complete the entire programme needed, but there’s more good news for them. Although not exactly contributing to on-track performance, a multi-year partnership extension with Johnnie Walker is extremely welcomed.
Diageo’s world-famous scotch whisky brand has been a partner of McLaren since 2005, last year celebrating its 10th anniversary with the team.
There was a worry that Johnnie Walker might walk away due to the F1 team’s performance during the 2015 season (or lack of it), but troubles with potential sponsorship with another team went in favour of McLaren.
In that period, McLaren and Johnnie Walker have showcased a number of innovative partnership strategies. Central to the collaboration has been both brands’ commitment to the ‘Join The Pact’ campaign – an international social responsibility initiative that encourages people around the world to make their commitment to never drink and drive.
Johnnie Walker’s 10-year sponsorship of McLaren has given it a stable and consistent platform upon which to tackle this global issue. To date, it has achieved striking global success, with more than 2.6 million signatures to the pact.
Additional campaigns include a collaboration with a master blender to create an exclusive limited-edition blend with Jenson Button, and the ‘Step Inside The Circuit’ video series, which featured behind-the-scenes access to our drivers, and an insight into the Formula 1 lifestyle.
Last year, Johnnie Walker unveiled its ‘Joy Will Take You Further’ campaign, which seeks to reframe how people view success and happiness. After five years working with Jenson, Johnnie Walker has recognised how his positive mindset has helped him to succeed in his career, making him the perfect ambassador for the new campaign. Alongside double McLaren world champion Mika Häkkinen, and Hollywood actor Jude Law, Jenson will continue to help Johnnie Walker inspire people all over the world to forge their own path and enjoy every forward step they take.
