Thursday, October 11, 2012

Diageo Launches National Campaign to Celebrate Hispanic Success

Diageo, owner of Johnnie Walker scotch whisky, announced in New York 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 their journey to achieve their true potential. Involving several key elements, the My Label is Black platform will include 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.”

Celebrating Success
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, My Label is Black 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.

Giving Back
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, Founder and Executive Director for Career Gear.  “Johnnie Walker is one such partner that has created a fantastic program.” 

Career Gear ( 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 My Label is Black will provide a lifeline of ongoing support, providing underserved men the mentoring to move from poverty to self-sufficiency.

SER ( 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 My Label is Black, 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.


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