The UK has been the first to see Diageo’s, new pan-European online campaign ‘Think How You Drink’ which highlights to young people that drinking to excess can lead to shame and embarrassment. The campaign, which kicked off with the release of a video that shows some of the after-effects of drinking too much on a night out, aims to reach more than one million young people across Europe and help them to think about whether their drinking habits are healthy and safe.
Malcolm D’Sa, Marketing Innovation Director for Diageo Western Europe, said, “With this video 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. They are talking online and via social media – and we know that humour is a more effective way of delivering a message across those channels.
“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.”
The video, which was launched in the UK, will now roll out to Ireland, Germany, Denmark and the Netherlands. To see the new video visit www.barandpub.tv