ANTICIPATE REGULATORY HARMS, DRINK RESPONSIBLY
Challenge
DIAGEO, the spirits multinational, entered into a multi-year sponsorship agreement with the McLaren Formula 1 team and the championship organisers. While Formula 1 was an ideal marketing platform to generate awareness and brand building, the driving/risk/alcohol association generated potentially controversial aspects for stakeholders and public opinion. The company's priorities were:
The company's priorities were:
- To be part of the solution to the alcohol-traffic accident problem, and to lead the positioning of responsible consumption, to anticipate the damage that could be caused by the advertising self-regulation of FEBE (Federación Española de Bebidas Espirituosas), which had traditionally self-imposed a veto on this type of sponsorship.
- To associate the Johnnie Walker brand with positive driving values, such as zero tolerance for alcohol and safety.
Solution
PROA developed a three-pronged strategy:
- Design of sponsorship promotional activities with a didactic purpose. or raising awareness of the importance of not mixing alcohol and driving. For example, a format of safe driving courses was developed, which included a part where the impairment of driving skills could be seen through technical modifications to cars.
- Participation in the promotional activities of opinion leaders and influencers The event was held in the world of road safety, so that they could see for themselves the work the brand was doing to raise awareness.
- Engagement of motorsport fans, through the development of an online game called Winning Strategy and the hiring of McLaren F1 team driver Pedro de la Rosa to act as ambassador and communicator of the message. The driver himself lent credibility to the message and his presence at promotional events encouraged engagement with the target audience.
Results
It was achieved that the FEBE will abandon its reluctance to sponsor, The Commission's findings that this activity was not denting the reputation of the spirits companies. The same applies, opinion leaders joined the message and gave greater credibility to the initiatives promoted by the brand in the media, with particular emphasis on safe driving courses and the possible effects of drink-driving.
The Formula 1 sponsorship was a great success, it helped build the premium image that the brand was pursuing and the responsible consumption message not only did not detract from the message's reach but also allowed it to enter non-motor sporting territory.
The strategy of using a renowned pilot as an ambassador for the activities was replicated the following year at the global level, as a result of the success of the Spanish initiative.
Diageo Spain's work was awarded as a Global Best Practice, by the McLaren team among its entire line-up of sponsors.