Campaign: The glass car in Johnnie Walker responsible drinking
If you imagine a glass car, all of its parts were made of glass, what readily comes to mind is its fragility. This is the exact message Johnnie Walker, the Scottish whisky from the stable of Diageo, is conveying when it created a glass car advertisement to drive home the campaign of ‘never drink and drive’ crusade.
The imaginative Formula 1 car in the advertisement which shattered into millions of pieces was created by a computer production using 1,750 cup glasses. The cup flew out from their packs to form the car. In the film, the car looked so strong, but shattered easily which explains its fragility. The message is to demonstrate human vulnerability to drinking and driving.
The campaign features Mika Hakkinen, two time Formula 1 champion, who has been the Johnnie Walker Global Ambassador for Responsible Drinking for the past seven years. He understands the importance of never drink and drive in order to stay in control while driving.
According to Hakkinen, “staying in control is what matters in racing. Split second decisions are the difference between finishing first and finishing last – or not finishing at all. 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.”
The 200-year-old Johnnie Walker brand and still walking is also employing the campaign to sign 1 million devotees who will pledge “IamNotdriving” when they drink.
To drive home the message, Johnnie Walker management in Nigeria brought Mika Hakkinen and Wale, a Nigerian American singer, to Nigeria recently when the brand entertained its consumers to an experience in an event organised to unveil the Johnnie Walker Step Up to the VIP Lifestyle and responsible drinking campaign. The event showcased the luxurious lifestyle the Johnnie Walker brand is famous for as some guests had opportunities to have a “Drive of a Lifetime Experience” with Mika in the Caparo Supercar, at an exhibition drive held at The Palms Mall, Lekki.
The exhibition drive turned out to be a spectacular show from the F1 legend, who displayed a combination of raw power and breathtaking control. The stunning Caparo T1 gave the crowd and lucky passengers an insight into the technology and skill required in top level motorsports.
Later in the evening, guests were treated to scintillating performances led by award winning rap artiste Wale, D’banj and Banky W, at an A-list after party hosted by Johnnie Walker. The whole idea was expected to recruit more consumers to the lifestyle platform and preach responsible drinking.
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, JεB and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness. Mika’s mission, apart from driving cars very fast, is to push the importance of responsible drinking. Mika and Wale were in Nigeria for the first time.
Seni Adetu, managing director/CEO, Guinness Nigeria plc, said the unveiling of the Step Up to the VIP Lifestyle campaign was consistent with Diageo products.
“As a company, we are delighted to create great times and great experiences for our consumers. Today, it is about Johnnie Walker which is providing a very rare and unique opportunity for its valued consumers to step up to a very luxurious lifestyle and step up to a world of luxury and prestige,” Adetu said.
The Step Up to the VIP Lifestyle campaign is really about connecting with its consumers. Adetu said the platform was consistent with the worldwide positioning for Johnnie Walker.
“For those who are close to the brand, you will know that Johnnie Walker is about inspiring personal progress. Today, we are getting the consumers who associate with Johnnie Walker to be fit and step up to that luxurious lifestyle that the brand is known for,” he explained. Austin Ufomba, Guinness marketing director, said Diageo remained the leading spirit company in the world and “one of the things we do very well is that we still drive the value of responsible drinking across the world. This is a campaign we hold so dearly to our business and we say it everywhere we find ourselves.”
According to Felix Enwemadu, general manager, Diageo Brands Nigeria, said there were other who were part of the campaign for responsible drinking globally, which included Luis Hamilton for some time.
“As far as we are concerned the campaign to Join the Pact for responsible drinking has been going on very well across the world. In all our communication, we have been consistent with the message. We have also gone into partnership with some bars, where the bar owners take responsibility for their customers and ensure they live by the principles never to drink and drive, while they often provide drivers to convey them if need be,” Enwemadu explained.
One the need for a local ambassador to further amplify the campaign, Enwemadu said: “Though we don’t have a local ambassadors for the ‘don’t drink and drive’ campaign for now, we have partnered with government and its agencies to enlighten people on responsible drinking. It is a corporate responsibility that is dear to our hearts in Diageo.”
Nigerians are very friendly and accommodating, Mika said, on his experience in Nigeria, saying “Nigeria is a fascinating country with enormous people. Here in Lagos I experience that people are very hospitable and nice; that makes a huge difference when you are visiting countries. I wish the people in Lagos continue to do that because it brings positive image to the country.”
The Formula 1 legend however counselled Nigerian drivers on more care and professionalism when they drive, saying “Nigerian drivers are good but they can improve on their driving. That is very important.”
By: Daniel Obi