Diageo rolls out online drive on 'shameful' drunken antics

Diageo: launches Think How You Drink online campaign
Diageo: launches Think How You Drink online campaign

Diageo has launched a humorous pan-European online campaign, 'Think How You Drink', to remind young people that drinking to excess can lead to shame and embarrassment.

The drinks giant, which owns Smirnoff, Captain Morgan and Guinness, aims to reach more than one million young people across Europe to help them think about whether their drinking habits are healthy and safe.

Diageo said the campaign has been informed by insights on the most effective means to engage with young people. The first strand of the campaign is a video showing some of the after-effects of drinking too much on a night out.

Malcolm D’Sa, marketing innovation director for Diageo Western Europe, said: "We are deliberately using humour to catch people’s attention. Responsible drinking campaigns in the past have tended either to preach or to scare. There is a place for that type of message, but we began this campaign by looking at where young adults communicate.

"We know that drinking to excess is a serious issue – but our primary concern is to be effective. The message, that drinking can have harmful consequences, is still in there and it is a strong message. We’ve just approached it in a different way."

Diageo has a history of responsible drinking campaigns and was behind the first ever responsible drinking TV campaign by a drinks company – 'The Choice Is Yours' – in 2007.

The campaign will launch in the UK before rolling out to Ireland, Germany, Denmark and the Netherlands.

The 'Think How You Drink' campaign will also feature as part of Diageo’s other responsible drinking initiatives over the next 18 months, including during Fresher’s Week and via the 'Ask Dave' alcohol calculator that helps users keep track of their drinking.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer