SHS in responsible drinking campaign

By Robyn Black , 15-Nov-2012

Related topics: Drinks & Brands News

SHS Drinks, the maker of WKD and Shloer, has launched a responsible drinking campaign aimed at 18 to 25-year-olds.

The Next Saturday Night campaign uses Facebook technology that enables consumers to interact with an online video, making choices to end up at one of four possible outcomes with their Facebook friends.

The company has not linked the campaign to its WKD brand or any of its other products, however, because it says consumers find this contradictory.

“We took the decision not to use our brands in the campaign because we feel consumers are cynical about drinks brands promoting responsible drinking,” explained consumer communications manager Alison Gray.

The company refused to confirm how much investment it was putting into the campaign but said it was a “significant amount”.

The video, which is hosted on YouTube and a dedicated website, will be promoted via Twitter and Facebook. The campaign builds on SHS Drinks’s Look After Your Mates campaign, which ran in 2009 and was based on insight from students at De Montfort University in Leicester.

Find us on Facebook


Poppelston Allen: Understanding recorded and live music law

10 tips on the Live Music Act

Never has the law relating to live and recorded music been so complex. Here is a brief...

National Minimum Wage - what you need to know

National Minimum Wage - what you need to know

HMRC is naming and shaming pubs, hotels and restaurants that pay below the national minimum wage. The...

The Big Interview: Mike Benner, SIBA

The Big Interview: Mike Benner, SIBA

In June Mike Benner left the Campaign for Real Ale (CAMRA) after 20 years of campaigning, to...

Q&A: New pub food allergy requirements

Q&A: New pub food allergy requirements

Whether or not you serve food in your pub, the balance between your culinary and administration skills...

Follow us on