Success comes in many forms, and true icons know it’s rarely achieved without the help of others. The makers of Johnnie Walker® announced today the launch of My Label is Black, a nationwide program designed to celebrate the Hispanic community and give back by supporting and mentoring men on the journey to achieve their true potential. Involving several key elements, the Johnnie Walker My Label is Black platform will include engagement with iconic celebrity influencers, a large-scale advertising campaign, partnerships with leading charitable organizations in New York, Miami and Los Angeles, and consumer events.
“We have a history of connecting with our Hispanic consumer, whose achievements in this country inspire us every day,” said Yvonne Briese, Vice President of Whisky for Diageo. “We wanted to continue our longtime support with some very special programs that give life to Latino successes in a uniquely Johnnie Walker way, with equal parts sophistication and celebration.”
One of the most critical measures of success for any program is its ability to inspire others to join the cause. With that spirit in mind, the Johnnie Walker My Label is Black program has partnered with some of the most renowned Latino celebrities in the country to get the word out, host events in key Hispanic markets, star in impactful advertising, affect positive social giving and celebrate success. These include:
Don Omar – multi-platinum recording artist, philanthropist, entrepreneur, actor and founder of his own record music label Orfanato Music Group
Jorge Posada – beloved and legendary former New York Yankee catcher, whose valuable contributions to five World Series Championships made him a five-time All-Star.
Alex Sensation – one of New York City’s most celebrated media personalities, radio hosts and nightlife icons.
“I’ve been fortunate over my 14-year career to experience success and reach the top of the charts,” said Don Omar. “But I have never lost sight of the support I received and what truly put me here: my fans and those who stayed by my side along the way. Through this partnership with Johnnie Walker, I’m doing my part to return the support I’ve been shown all these years, and inspire that in others. I’m proud to say My Label is Johnnie Walker Black .”
As part of the campaign, Johnnie Walker has forged partnerships with organizations that are equally committed to this important message to make substantial donations, working with them through the implementation phase of the funds, leading dedicated workshops and personal life / job skills coaching for Latino men.
“Our organization prides itself on making a tangible difference in the lives of men who need it most, and we often do that by partnering with like-minded companies,” said Gary Field, Executive Director for Career Gear. “Johnnie Walker is one such partner that has created a fantastic program, and I’m honored to say that My Label is Johnnie Walker Black .”
Career Gear (www.careergear.org) is the program partner for New York. This group is dedicated to assisting men who seek to better themselves against great odds. Career Gear and Johnnie Walker My Label is Black will provide a lifeline of ongoing support, providing underserved men the mentoring to move from poverty to self-sufficiency.
SER (www.serflorida.org) is the program partner for Miami and Los Angeles. This national network of community based organizations helps Hispanics achieve economic freedom and self-sufficiency through employment, education and empowerment. Through the Johnnie Walker My Label is Black program, workshops on subjects such as job search, financial literacy and community resources, Hispanic men will be able to develop the skills to become more successful.
“As a ball player, I know that greatness is achieved through teamwork and collaboration. I’m proud to bring this same spirit to my partnership with Johnnie Walker, and to say that My Label is Johnnie Walker Black ,” added Jorge Posada.
“Whether hosting a radio program or spinning for a packed audience at a New York City nightclub, I feed off the energy of my fans,” said Alex Sensation. “My success has been achieved collectively, which is what this program is all about. I’m proud to say My Label is Johnnie Walker Black .”
Johnnie Walker encourages consumers to drink responsibly. When getting ready for a night out, it’s important to plan ahead and leave the keys at home, designate a driver or take a taxi.
ABOUT Johnnie Walker®:
Johnnie Walker® is the world’s leading Scotch whisky brand. Its portfolio features five award-winning whiskies—Red Label®, Black Label®, Green Label®, Gold Label®, and Blue Label® —imported and distributed in the United States by Diageo North America. At the 2007 San Francisco World Spirits Competition, The Johnnie Walker Blue Label Anniversary Pack, created to honor the 200th birthday of founder and original blender John Walker, was named “Best Blended Scotch,” and Green Label was named “Best Blended Malt Scotch.” More than 4 bottles of Johnnie Walker are consumed every second, and more than 120 million bottles are sold every year in more than 200 countries. The product line covers a broad range of occasions for the whisky drinker from every day to special moments. The five premium brands represent a range of prices and tastes that share a remarkable 180-year history and a commitment to quality. Additional information about Johnnie Walker may be found at http://www.johnniewalker.com/.
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness. Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.