SCOTCH whisky label Johnnie Walker Malaysia announced a global responsible drinking campaign to provide 20,000km of safe rides home in the Klang Valley.
The campaign, “Join The Pact”, hopes to encourage consumers to sign to make a commitment to never drink and drive.
It hopes to ultimately achieve a million pledges worldwide.
Its senior brand manager Natalie Harvey said Johnnie Walker Malaysia would be partnering with luxury chauffeur service, Uber, during the campaign.
“We strongly believe that the decision to drink responsibly and stay in control is a significant step.
“We are proud and excited to be able to bring this initiative to Malaysia and empower consumers to make the right choice,” she said during the event’s launch in Bangsar Shopping Centre recently.
For each purchase of a bottle of Johnnie Walker in selected outlets across the Klang Valley, customers will be entitled to a complimentary ride home from Uber via a special gift card.
As part of the launch, Johnnie Walker unveiled the latest element of “Join The Pact” — a short film entitled The Glass Car.
The movie features a CGI model of a McLaren Mercedes F1 car and two-time world driver’s champion Mika Hakkinen .
As the brand’s global responsible drinking ambassador, Hakkinen will be visiting Malaysia next month to help reinforce the message and build support for Malaysian consumers to “Join The Pact.”
In addition, four local ambassadors were unveiled during the event, namely budding filmmaker Quek Shio Chuan, mixologists Shawn Chong and Karl Too as well as chef Nigel Richter.
For more information on the campaign, visit www.jointhepact.com or https://www.facebook.com/JohnnieWalkerMalaysia.