The makers of Johnnie Walker announced Thursday 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, VP 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.”
The Johnnie Walker My Label is Black program has partnered with some of the most renowned Latino celebrities 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 – 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.
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