Diageo plots ads to fight binge-drinking

by Samuel Solley, Marketing 05-Oct-05

Diageo, whose brands include Archers and Smirnoff Ice, is considering investing in a standalone ad campaign to tackle the growing problem of binge-drinking in the UK.

The drinks company has already run a responsible drinking campaign in
Ireland. According to Andy Fennell, Diageo's marketing and innovation
director, Europe & GB, it is now deciding whether to run similar

activity in the UK or to rely on an existing collaborative campaign from

the Portman Group and the government.

The Irish activity featured an ad entitled 'Many me', which portrayed a
young man remembering various situations in which he had been drinking
to excess, and realising the consequences of his actions and the
nuisance caused. It used the strapline 'Don't see a great night wasted.
Drink Sensibly. Diageo.'

Fennell confirmed the company was committed to increasing its investment
in tackling binge-drinking and that its brands would use all their
marketing and agency skills to work on the issue.

As part of Diageo's efforts to take a more proactive role in encouraging
responsible drinking, Pamela Bower-Nye, global marketing director for
Smirnoff, has been handed the new role of marketing director, attitude
to alcohol, Europe.

Portman Group faces stern test, page 13.