Diageo launches responsible drinking campaign

07 November, 2007

Drinks giant Diageo is rolling out its latest responsible drinking ads on Nov 8.

The campaign The Choice is Yours will break on TV, followed by digital, outdoor and print advertising.

Diageo's campaign has been designed to complement the government's ads this winter, rolling out just after the Department of Health's latest Know Your Limits campaign, and just before the Department of Transport's anti drink-drive push in December.

The campaign consists of two adverts, one showing a group of young women socialising and another showing a group of men. Each ad will show two possible scenarios for the group, one showing the positives of responsible drinking, the other focusing on the consequences of irresponsible drinking. Diageo said it wants to highlight the message that "everyone has a choice on a night out".

A website, http://www.thechoiceisyours.com, will support the push.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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