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

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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