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 as an official F1 event title partner; the Formula 1 Gran Premio Heineken D’Italia 2016. Both campaigns will be rolled out across multiple markets on TV and digital platforms this year and throughout 2017.

’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, creatively communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drive, you never drink. 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. 

’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. The commercial will be aired in mid-September 2016.

Gianluca Di Tondo, senior director global Heineken brand at Heineken, said; “Our new campaigns deliver in two key areas; a new and innovative take on our responsible consumption platform, and a brand campaign aimed at driving commercial opportunities. For each of these, we are only just beginning. Both will be expanded through digital activations, live fan experiences, PR initiatives and packaging/point of sale activations.”

He added; “We have partnered with the ideal ambassadors for each campaign. Sir Jackie’s track record in road safety is unparalleled, with nearly 50 years of pioneering work. He’ll be heavily involved in the wider ’When you Drive, Never Drink’ campaign for Heineken. David embodies our ’More than a Race’ activity, he enjoyed a highly successful career as an F1 driver, and now has a multi-faceted role in the F1 community.”

Bernie Ecclestone, CEO of the Formula One group, said; “Heineken’s new campaigns are impressive. They provide impact, innovation and scale. The campaigns capture the essence of F1; safety and responsibility coupled with excitement and glamour. This is an example of why we were excited about Heineken joining the F1 family.”

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. Heineken is the exclusive Global Beer Partner of Formula 1 and has substantial pouring, activation and access rights across the majority of Formula 1 Events in the FIA Formula One World Championship. The partnership gives Heineken the right to activate worldwide and throughout the calendar year. Heineken will not be visible on any Formula 1 cars.