For Heineken, Formula 1 is 'More Than a Race'
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Heineken’s $200 million Formula 1 sponsorship kicks off this weekend at the Milan Grand Prix, spearheaded by a TV commercial that urges racing fans, “When you drive, never drink.”
The deal between the brewer and the global motorsport brand attracted controversy from public health campaigners when it was announced in June. The Heineken launch spot’s strong stand against drinking and driving could be seen as a response to critics of the partnership.
Anuraag Trikha, Heineken’s global brand communications director, said, “It’s a natural question to ask our point of view on drinking and driving. For Heineken, it’s an obligation and an opportunity to promote responsible behavior, because people do want to listen to a brand like us. We are the only brewer to show people rejecting our own product.”
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