'Drink Responsibly' more than just a brand slogan

When you hear the words "Public Service Announcement," you probably tune out. That's probably why companies who produce them don't call them that; they call them "brand responsibility spots" or some such thing.

The next time you see one that has to do with NASCAR, however, remember this: The public service announcement allows companies like Diageo, makers of Crown Royal, to make a difference in the sport by promoting responsible use of their product to race fans, the majority of whom are no strangers to adult beverage in various forms.

As part of his sober driver initiative, Jamie McMurray piloted a No. 26 purple and gold Ford Fusion around the streets of downtown Indianapolis for a handful of fans who were able to chat up the driver from the back seat while he dropped them safely at their doorstep.

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"We do not want people to misuse our products," said Dan Sanborn, senior director of Diageo. "We want them to enjoy them, but responsibly. If you look at the stable of brands that we have, and where they're priced, it really comes down to quality. It's not about drinking more; it's about drinking better and being in control."

Sanborn doesn't see the prototypical "redneck" image that NASCAR has spent the past 15 years trying to get away from, and not only that, he is of the opinion that NASCAR fans are some of the most respectful in all of sports.

"There's a value system there in NASCAR that I think is underrated, and there are generalizations that are made in reference to good ol' boys," he said. "This is a sport where, yes, they like to enjoy themselves and have a good time, but they are not only some of the most respectful people you're ever going to meet, they have a lot of pride and a lot of passion for their sport. I think that translates over into a value system that we believe lends itself to this message about responsibility."

Sanborn gave an example.

"We were in Michigan in 2005 when we first got into the sport, and there was a massive Kurt Busch fan that also happened to be a huge Crown Royal fan, and he had this huge purple bus that he had painted to exactly replicate the No. 97 car, as it was then.

"On the back of it and again on the side, there was the "Be a Champion, Drink Responsibly" message. This guy went to some extraordinary lengths to get this thing right, and I was struck by this. I asked him, 'Why did you throw that message on your bus?' His answer was, 'I just didn't feel right without it, and it's a good message; who doesn't want to be a champion?'

"You're going to always have a challenge to overcome in reaching people, but I don't think it's any different in NASCAR than it is anywhere else. You just spend more time at it."

Diageo is a world leader in beer, wine and spirits, with 17 of the top 100 brands in the world, and as such, takes its responsibility to promote responsible consumption very seriously. (Continued)