Heineken has officially launched its global Formula 1 partnership with two new campaigns; “When You Drive, Never Drink” and “More than a Race”.
The launch coincides with the brand’s first Formula 1 Grand Prix (GP) as an official F1 Event Title Partner; the Formula 1 Gran Premio Heineken D’italia 2016.
“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, communicates a powerful anti-drink driving message. 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. https://www.youtube.com/watch?v=tV6gygNPetU
“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 becasue 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.
From the 2017 Formula 1 season onwards, Heineken will be the F1 Event Title Partner of three Formula 1 Grands Prix. It will also have a significant presence at six additional Formula 1 Events chosen by Heineken and Formula One Management.