Back in 2005 Johnnie Walker took a bold step by partnering with one of the most iconic teams in Formula 1, the Vodafone McLaren Mercedes team. The link between drinking and driving might seem off, but the mismatch is exactly one of the focal points in the communication strategy besides connecting values such as pioneering, progressive, quality, style and sophistication together with the brand.
Now, in 2013 Johnnie Walker will be giving consumers even further exclusive insight into the stylish, exclusive and glamorous world of Formula 1 and the lives of the Vodafone McLaren Mercedes drivers. Through the global “Step Inside The Circuit™” campaign, fans can follow Jenson Button as he takes viewers on a journey of the F1 lifestyle circuit. Johnnie Walker will thereby once again activate the sponsorship be giving access to what is normally only reserved for the privileged few.
The first piece of content launched this season is this cool walk with Jenson Button: