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.”
[ Also Read: Wine to Shine; No Cheer for Beer ]
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.
Johnnie Walker encourages consumers to drink responsibly.
Diageo is the world’s leading premium drinks business with a 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.
In the picture above: Don Omar, Alex Sensation and Jorge Posada toast to Johnnie Walker’s My Label is Black campaign.