Responsible drinking TV campaign for Malibu is a PRUK first

29 November, 2010

Pernod Ricard is running its first TV ad with a responsible drinking message in the UK.

The ad for Malibu is appearing on ITV2, E4 and 4Music until December 30.

It builds on Malibu’s existing Radio Maliboom Boom campaign with its two radio DJs delivering the message that: “One too many always mess up your head”.

Patrick Venning, head of marketing at Pernod Ricard UK, said: “Malibu is able to speak to younger adult consumers in a way that is relevant and credible.

“We wanted to utilise this to remind our consumers of the importance of drinking responsibly.

“Younger adults do not want to be told what to do, especially when it comes to social occasions, so we approached the advertising with the same fun attitude that they expect and appreciate from Malibu.”

Pernod Ricard has also ready done responsible drinking work around Malibu on the radio with Kiss FM.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter