Heineken Leverages Its F1 Partnership At Miami Grand Prix Via ‘The Night Is Full Of Great Drivers’

Heineken Ricciardo Perez The Night Is Full Of Great Drivers 1

Leveraging its partnership with Formula One (F1), which has long been a key pillar in its responsible drinking programme, Heineken used early may’s Miami Grand Prix to unveil a new campaign called ‘The Night Is Full Of Great Drivers’ featuring star pilots Daniel Ricciardo and Sergio Perez

 

The Dutch brewer, which has been an official F1 sponsor since 2016, continued its leverage programme based around raising awareness of the dangers of drunk driving and promoting its no alcohol beer, through creative fronted by McLaren F1’s Daniel Ricciardo and Oracle Red Bull Racing F1’s Sergio Perez.

 

Spearheaded by a hero spot, created by regular Heineken’s usual sports marketing agency Publicis Italy, which demonstrates that even these two exceptional racing drivers know how to leave the car behind when they are out.

 

Dropped on 5 May, the lead ad ran across social and digital channels and was supported by additional content linked through the hashtag #WhenYouDriveNeverDrink.

 

 

 

The campaign was informed by brand research which found that people still tend to overestimate how good drivers they are when they’re drunk and that 81% of them think that alcohol makes them better drivers.

 

 

Comment

 

This May 2022 work follows in the footsteps of previous Heineken F1 and W-Series responsible drinking activations including ‘3 More Reasons To Cheer’, ‘Stadium In A Box’, its ‘British Grand Prix Drive-In Screening’, the Rosberg ‘Father & Son’ campaign, plus 2018’s ‘Grid Waiters’ and 2016’s Jackie Stewart fronted ‘When You Drink, Never Drive’.

 

It might also be worth noted that both of these driver ambassadors are already spokespeople and ambassadors for brands in the alcohol sector: Pérez for Tequila Patron and Ricciardo for Australian vineyard St Hugo.

 

 

 

 

 

 

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