Johnnie Walker Launches “Step Up to the VIP Lifestyle” Campaign
Johnnie Walker, the luxury Scotch whisky from the stables of Diageo, recently treated its esteemed consumers to an exquisite lifetime experience with two time Formula One champion Mika Häkkinen as it launched the ‘Step Up to the VIP lifestyle’ campaign.
The glamorous event which had a selected audience showcased the luxurious lifestyle the Johnnie Walker brand is famous for. Some guests had an opportunity for a “Drive of a Lifetime Experience” with Mika in the Caparo Supercar, at an exhibition drive held at The Palms Mall, Lekki.
The exhibition drive turned out to be a spectacular show from the F1 legend, who displayed a combination of raw power and breathtaking control. The stunning Caparo T1 gave the crowd and lucky passengers an insight into the technology and skill required in top level motorsports. It was witnessed by celebrities including M.I, ace photographer, Kelechi Amadi-Obi, BBA Winner, Uti Nwachukwu among others.
Speaking on this unique approach to rewarding consumers, Mr. Felix Enwemadu, General Manager, Diageo Brands Nigeria said Johnnie Walker as a brand synonymous with luxury, hence, will not give its consumers anything but an exclusive experience.
“We set out to showcase the luxurious lifestyle the Johnnie Walker brand is known for around the world. Having Mika Häkkinen, a two – time Formula One champion and Johnnie Walker Global Responsible Drinking Ambassador in Nigeria, demonstrates the extent we have gone to provide a VIP experience for the consumers of our luxury brand,” Enwemadu said.
He added that: “As a company we are committed to raising awareness and promoting responsible drinking. We are also using this platform to drive our goal of gathering one million global commitments to never drink and drive via the social media on #imnotdriving. It is a global campaign that demonstrates our commitment to encourage responsible drinking and set world-class standards in responsible marketing”.
According to Häkkinen, “Responsible drinking is a cause that I am very passionate about, and I have been working with Johnnie Walker for the past 7 years to deliver this message around the world. I am delighted to be in Nigeria to spread the same campaign of never drink and drive”.
Later in the evening, guests were treated to scintillating performances led by award winning rap artiste Wale, D’banj and Banky W at an A-list after party hosted by Johnnie Walker and held at the luxurious Oriental Hotel, Victoria Island with celebrities and captains of industries as guests.