Published on October 13th, 2016 | by Subhash Nair

Heineken, Global Beer Partner of F1, Reveals New Campaigns

Heineken is officially the Global Beer Partner of Formula 1. The significant partnership began in September at the FORMULA 1 GRAN PREMIO HEINEKEN D’ITALIA 2016, in Monza. The premium beer brand also had activation and branding rights across the majority of F1 Events in the 2016 FIA Formula One World Championship^TM.

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With this global partnership, Heineken officially launched two new campaigns; “When You Drive, Never Drink” and “More than a Race”.

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HEINEKEN believes that the Formula 1 platform provides the brand with opportunities, globally and locally, to drive positive change. As such, HEINEKEN’s Formula 1 partnership clearly advocates the message: “When You Drive, Never Drink”. This campaign is the latest chapter in HEINEKEN’s long term commitment to encourage responsible drinking.

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A new TV commercial, featuring road safety pioneer and F1 legend, Sir Jackie Stewart, creatively communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drive, never drink.

It reinforces the company’s view that when one is behind the wheel, abstinence is the only option.

“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. An F1 race weekend is a 72 hour spectacle of glamour and excitement, taking place in some of the world’s greatest cities. Both commercials on both new campaigns, will be rolled out across multiple markets on TV and digital platforms this year and throughout 2017.

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