Johnnie Walker announced 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 WalkerMy 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 WalkerMy 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.”