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Johnnie Walker launches call-to-action to consumers not to drink and drive

On 23 May the eve of the Monaco Grand Prix weekend, Lewis Hamilton and Mika Häkkinen unveiled in Monte Carlo the latest campaign in the Johnnie Walker Responsible Drinking programme with the European launching of The Pact, to encourage consumers to make a commitment not to drink and drive.

[Image Caption: Lewis Hamilton and Mika Hakkinen in Monaco promoting Johnnie Walkers Responsible Drinking.]

The programme will be formally launched across Europe later this year, encouraging consumers to make a pact with Mika and Lewis not to drink and drive.

As part of the announcement, Lewis and Mika also unveiled a prototype of The Pact Simulator as the latest tool in Johnnie Walker’s programme to promote Responsible Drinking. The Pact Simulator, in the form of a futuristic pod, will provide consumers with a practical demonstration to remind them of the dangers of driving under the influence of alcohol in a controlled virtual environment.