Diageo hits the screen with responsible drinking message
Diageo has unveiled its first ever-national TV campaign to promote responsible drinking.
In the face of mounting pressure from anti-alcohol campaigners and amid recent calls for a ban on drinks advertising, the drinks giant has taken the unprecedented step of launching a branded TV advertising campaign aimed at discouraging binge drinking.
The new "Congratulations" advert for Smirnoff vodka (pictured), first broadcast in the US last year, has been developed to help consumers understand their limits and to drink in moderation.
The advert highlights the perils of overstepping the mark when drinking and uses the strapline: "Knowing when to stop is a good thing."
Tony Mair, Diageo GB corporate affairs director, said that the advertising forms an integral part of the company's new social responsibility campaign. "As far as the UK is concerned this is the first time that a branded drink has been used to support the sensible drinking message."
While Allied Domecq has added sensible drinking messages to a number of its consumer advertising campaigns, Diageo is the first company to launch a bespoke responsible drinking campaign and Mr Mair is urging other drinks companies to follow suit.
"Whilst we've started our social responsibility programme with this ad, we are ultimately looking for support within the industry to encourage responsible drinking amongst consumers. The industry now needs to make positive steps to change ingrained cultural behaviour."
An interim report from the Nation Alcohol Harm Reduction Strategy is also imminent and the industry is hoping that by taking a more responsible stance with regards to advertising will deter major government intervention.
"In recent weeks we have had meetings with the government and they see this move as nothing but positive," added Mr Mair.
"We're trying to make people aware that the industry is acting responsibly. We believe that the launch of the new Smirnoff responsible drinking campaign marks a step forward for the industry.
"We are seriously concerned about alcohol misuse and believe we have a role to play in educating consumers about how to drink responsibly."
Backed by an investment of half a million pounds, the campaigh breaks on Monday July 14 across ITV, Channel 4, Channel 5 and satellite.
Mr Mair added that response to the new campaign will be evaluated before a decision is made whether to extend the repsonible drinking message to other brands or mediums.
The launch of the new advertising campaign is a timely one following last week's call from the British Medical Association to introduce a blanket ban on drinks advertising.
Related articles:
BMA calls for ban on drink ads (3 July 2003)
