07 Nov 2007


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Diageo launches responsible drinking campaign


Diageo. alcohol

Source : Diageo GB
Diageo Great Britain (Diageo GB) will this week unveil the first fully integrated national responsible drinking campaign by a drinks company.

Responsible drinking ad

Entitled ‘The Choice is Yours’, this high profile campaign will premiere this Thursday (8 November 2007) on prime time television across the UK, closely followed by digital, outdoor and print advertising.

This major initiative demonstrates Diageo GB’s continued commitment to work in partnership with the Government and other stakeholders to encourage consumers to make informed and sensible decisions about their alcohol consumption.

The ‘Choice Is Yours’ campaign has been designed to complement the Government’s responsible drinking activity this winter.

Through a coordinated approach, Diageo GB’s campaign will air in the four weeks between the Department of Health’s ‘Know Your Limits’ advertising in October, and the Department of Transport’s anti-drink driving campaign in December. This will ensure a sustained responsible drinking message reaches consumers in the lead up to the festive season.

For the first time, this innovative integrated campaign will include broadcast, outdoor and print advertising, plus the digital launch of www.thechoiceisyours.com – an interactive and engaging website to draw attention to alcohol consumption.

There are two new creatives in this year’s campaign. The first is aimed at a female audience and follows the fortunes of a young woman at a house party. The second features a young man spending the evening socialising with friends.

Both start by showing the story of the male and female drinking and having a great time with their friends and enjoying their night out. However both adverts also flip to show how drinking irresponsibly has a negative impact on their evenings. The adverts show that everyone has a choice on a night out.

Benet Slay, Managing Director Diageo GB said: “This campaign underlines Diageo GB’s commitment to work in partnership with the Government and all our stakeholders to promote responsible drinking. We will continue to invest and look at new ways to reach consumers with this message so they are in a position to make informed choices when enjoying our brands.”

The campaign builds on the first ever national responsible drinking TV advertising that Diageo GB ran in May this year. Evaluation results have shown that responsible drinking advertising is an effective way of raising awareness. Having viewed the adverts, 80% said the adverts made them question their drinking habits, and 66% of people said they would reconsider how they drink in future.

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