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Mika Häkkinen (centre) with (left to right) Diageo executives Tim Rycroft, Olaf Grewe, Peter Jacobsen and Mike Greggs |
FRANCE/INTERNATIONAL. Double Formula 1 world champion Mika Häkkinen brought some star quality to Cannes yesterday with a special appearance at Diageo’s stand. There, he was promoting Diageo’s “˜Never Drink and Drive’ campaign and encouraging visitors to “˜Join the Pact’ – a commitment to never drink and drive that aims to save lives worldwide.
As Johnnie Walker Global Responsible Drinking Ambassador, Häkkinen has travelled extensively in Asia and Latin America to spread the message – and his appearance in Cannes sees him bring that message to Europe.
The Moodie View on location at the Join the Pact event with Mika Häkkinen |
Diageo Global Travel & Middle East Managing Director Phil Humphreys said: “Johnnie Walker’s sponsorship of the Vodafone McLaren Mercedes F1 team provides us with an exceptional platform from which to communicate the “˜Never Drink and Drive’ message around the world.
“In addition to this sponsorship, Mika Häkkinen has been a sincere and influential Responsible Drinking Ambassador for the “˜Join the Pact’ campaign and exemplifies the qualities of winners who stay in control – an essential element of our messaging for Johnnie Walker in particular.
Speaking to The Moodie Report after the event, Häkkinen told us: “Diageo has shown great commitment to this campaign, and it is a campaign that is really worthwhile, one that I wanted to become involved with when I was approached by Diageo three years ago.
“People will drink of course but you can educate them to drink responsibly, and we have been helped in our efforts by governments and the media wherever we have gone. There has been huge interest and it making an impact. As a racing driver I know what it takes to stay in control and it is that message we are trying to deliver.”
“˜Join the Pact’ was launched in March 2008 in Singapore, where Häkkinen was part of a stunning spectacle, driving an F1 car along the streets alongside the famous Padang in downtown Singapore. The pact has attracted 650,000 signatures across the world. For more go to www.jointhepact.com
MORE STORIES ON DIAGEO GLOBAL TRAVEL & MIDDLE EAST
Diageo and partners report spectacular success for Johnnie Walker F1 promotion at Changi – 01/10/09
Phil Humphreys puts on powerhouse performance as vibrant Trinity Forum draws to a close – 25/09/09
Diageo gets set to race at Changi Airport as F1 promotion kicks off in style – 08/09/09
The Moodie Report Readers’ Johnnie Walker Black Label F1 Competition (5) – Win a signed replica helmet set – 19/08/09
