Diageo launches "Embarrassing Drunken Walks" video

16 July, 2013

Diageo is targeting young adults with a campaign designed to remind them that binge drinking can lead to “shame and embarrassment”. 

The Smirnoff and Guinness supplier aims to reach more than a million consumers with its Think How You Drink initiative.  

The 18-month campaign begins with the online video called Embarrassing Drunken Walks - featuring drunks staggering about - and will launch in the UK before rolling out to Ireland, Germany, Denmark and the Netherlands.

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.”




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter