Johnnie Walker Rebrands For Turkish GP

05 May 2011 | tshego

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Johnnie Walker will replace its branding of the Vodafone McLaren Mercedes F1 Team for the 2011 Formula One Turkish Grand Prix, with DrinkIQ.com, a global resource designed to help people make responsible choices about drinking.? ?

The Diageo-owned whisky, a corporate partner of the Vodafone McLaren Mercedes F1 Team, will feature DrinkIQ.com on both Lewis Hamilton and Jenson Button’s helmets and racesuits as well as on the rear view mirrors and the rear wing endplates of the two cars throughout the race weekend. ?

?DrinkIQ is designed to help people make responsible choices about drinking – or not drinking, and is sponsored by Diageo, which seeks to provide a comprehensive resource on alcohol related topics for consumers, parents, teachers, retailers, community officials and others with an interest in responsible drinking.? ?

Ewan Topping, Johnnie Walker global sponsorship manager, said: ‘Thanks to our groundbreaking relationship with Vodafone McLaren Mercedes, now into its seventh season, the Turkish Grand Prix gives Johnnie Walker a great opportunity to further spread our responsible drinking message’.

‘Formula One is a fantastic platform for us to highlight our global commitment to raising awareness about this important social issue’.?

The partnership between Johnnie Walker and McLaren Mercedes has been linked with responsible drinking for sometime – in 2006 double F1 World Champion Mika Häkkinen signed on as Johnnie Walker’s Responsible Drinking Ambassador.? ?

Since his appointment Mika has visited over 30 countries across four continents in his ambassadorial role promoting the importance of staying in control and encouraged over 750,000 consumers to join the pact to ‘never drink and drive’ at the official website.? ?

Mika added: ‘Johnnie Walker has been committed to highlighting the importance of responsible drinking and the dangers of drinking and driving for many years. I strongly support this cause and hope this initiative at the Turkish Grand Prix will further increase awareness of DrinkIQ’.