Pernod Ricard in 'responsible' ads
Pernod Ricard is investing in a responsible drinking campaign in response to concerns over alcohol consumption.
The company, which owns brands including Jacob's Creek, Jameson and
Malibu, is planning a 12-month drive, which will run in three stages.
The first phase, which focuses on binge drinking and is entitled 'Accept
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Responsibility', rolls out this week.
The ads confront consumers with common excuses such as 'I need a few
drinks to loosen up' and encourage them to reflect on their personal
drinking choices. Subsequent phases will focus on other areas of
irresponsible consumption.
Press and online ads will direct consumers to the Pernod Ricard
responsible drinking website. The online campaign is expected to deliver
about 17m page impressions.
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