Heineken et la F1 : When you drive, never drink

Heineken et la F1, un mariage entre une boisson alcoolisée et la F1, cela reste un classique sauf que les partenariats de cette ampleur se font rares ces derniers temps dans le paddock…

Ce week-end à Monza, les Mercedes de Nico Rosberg et Lewis Hamilton n’ont pas été les seules à s’illustrer. Le partenariat à 200 millions de dollars entre la F1 et Heineken s’est lui aussi mis en valeur avec un spot publicitaire de 90 secondes « When you drive, never drink » qui entend sensibiliser les amateurs de course automobile et tous les automobilistes. On y retrouve le triple champion du monde (1969, 1971, 1973) Sir Jackie Stewart, constant militant de la sécurité routière tout au long de sa carrière automobile. C’est la chanson « Heroes » de Bowie (remixé par Postmodern Jukebox en featuring avec Nicole Atkins) qui accompagne le spot. Créée par Publicis Italie, l’histoire est une re-création de la vie de Jackie Stewart, du milieu des années 1960 aux années 1970, dans lequel on le voit gagner des courses et profiter du mode de vie de la Formule 1, tout en refusant poliment des bouteilles de Heineken à chaque fois que l’on en lui offre.

Retour sur une annonce faîte à l’occasion du Grand Prix du Canada :

Heineken et Formula One Management (FOM) ont conclu un accord faisant de Heineken un partenaire mondial et global de la Formule 1. Cet important partenariat de plusieurs années a commencé dès ce week-end avec le rebranding de Monza qui devient le « Gran Premio Heineken D’Italia ». A partir de la saison 2017, Heineken sera le sponsor titre de trois Grand Prix par an. La marque aura également une présence significative sur six autres Grand Prix de F1 choisis par Heineken et Formula One Management. La marque sera un partenaire exclusif de la Formule 1, aura également plusieurs activations et des droits d’accès importants pour la majorité des évènements F1, même s’il faut noter que Heineken ne sera pas visible sur les F1. Des campagnes mondiales spécifiques F1 sont crées comme « Open your world » et « When you drive, never drink ». Autour de ces campagnes, différentes activations feront partie du dispositif comme l’habillage des circuits, les publicités TV, les activations numériques, des expériences en live pour les fans, ainsi que différents évènements de relations publiques. Les anciens pilotes écossais David Coulthard et Sir Jackie Stewart seront les ambassadeurs pour ces campagnes respectives.

Gianluca Di Tondo, directeur de la marque Heineken a déclaré : « La Formule 1 représente bien plus qu’une course, c’est un événement mondial. La F1 représente une occasion unique pour Heineken de créer du lien avec les consommateurs existants et avec les consommateurs potentiels sur des marchés à forte croissance. Nous pensons que la F1 possède trois principaux atouts pour nous : elle offre de fortes possibilités commerciales, l’expansion possible de notre plateforme de consommation responsable via de nouvelles formes plus innovantes, sans oublier le transfert de compétences entre la F1 et nos employés (…) Ce partenariat vient compléter ceux déjà existants, ce qui nous permet d’atteindre un très grand public avec les 400 millions de téléspectateurs uniques de la F1 chaque année. La caractéristique de nos longues et fructueuses relations avec en particulier l’UEFA Champions League et la Coupe du Monde de Rugby, c’est notre passion pour enthousiasmer les consommateurs. Nous allons mettre cette même passion pour la Formule 1 ».

Bernie Ecclestone, PDG du groupe Formula One, a déclaré : « Heineken est un groupe d’envergure internationale qui possède une très bonne réputation dans le marketing. Je suis très heureux de les accueillir au sein de la famille F1 et nous nous réjouissons de l’ampleur et de la qualité de leur activation sur les évènements F1. Heineken comme la F1 sont portés sur une logique d’innovation et de plaisir, et j’espère que c’est le début d’une longue et fructueuse relation (…) Il y a quelque temps nous avons lancé une campagne Think Before You Drive. Je suis heureux que cette importante initiative a maintenant un tel soutien, fort et engagé, de la part de Heineken, grâce à son If you drive, Never Drink. Nous allons maintenant faire évoluer et renforcer ces messages d’une manière qui reflète la personnalité et les valeurs de Heineken ».

Au cœur de ce partenariat, on retrouvera un message clairement porté sur la notion de responsabilité pour entraîner un changement positif et clair : When you drive, never drink (quand vous conduisez, ne buvez jamais). Cette campagne s’appuie sur l’engagement de longue date de Heineken et sa capacité à utiliser sa marque pour transmettre un message de responsabilité. 10% de ses dépenses médias globales sont investies dans des campagnes tournées autour de la consommation responsable comme par exemple « Moderate Drinkers Wanted » ou « Dance More Drink Slow ». Le message est également délivré par le biais de l’UEFA Champions League et de la Coupe du Monde de Rugby où un tiers de toute la publicité du terrain est dédié au message. Cela s’applique aussi dans des centaines de festivals de musique et de spectacles à travers le monde.

A l’image de Rolex, UBS ou Pirelli, on constatera que ce partenariat de grande ampleur lie la marque Heineken à la F1 toute entière et non à l’une des équipes engagées. Très forte visibilité et pas de dépendance aux résultats sportifs d’une écurie.

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  1. Heineken s’active pour l’UEFA Champions League

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