Johnnie Walker launches the My Label is Black program aimed to support celebrate Hispanic men and help them realize their true potential and become more successful in life. The company partnered with top Latino celebrity influencers as well as with leading charitable organizations in New York, Miami and Los Angelesto participate in the ad campaign.

Photo: Don Omar, Alex Sensation and Jorge Posada, clickable

«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.»

As part of the program, Johnnie Walker will be organizing events in key Hispanic markets to celebrate success. The ‘faces’ of the campaign include multi-platinum recording artist, philanthropist, entrepreneur and actor Don Omar; legendary former New York Yankee catcher Jorge Posada; and New York-based famous media personality Alex Sensation.

Johnnie Walker’s collaboration with charities like Career Gear and SER will help men to breakthrough to live a better life. The whisky make will assist in fund raising and arranging workshops and personal life / job skills coaching for Latino men. The workshops will also cover such important topics as job search, financial literacy and community resources.

Last month, the company rolled out an interactive Timeline on Facebook to engage users.