Diageo is hoping to “make moderation aspirational” for consumers in a new, worldwide multi-brand marketing activation.
Fronted by its Guinness, Johnnie Walker, Seedlip and Tanqueray brands, ‘The Magic of Moderate Drinking’ launches this month in markets including Brazil, China and the UK as well as across North America. The push, which centres around a TV ad, will feature on the brand owner’s social media channels and will be backed by out-of-home presence at some London Underground stations.
According to Diageo, the campaign will run “throughout the year” and includes a refresh of the responsible drinking section on its corporate website.
“This campaign … shows that you don’t have to compromise on fun in order to moderate your drinking,” said global society director Kate Gibson. “This is challenging outdated perceptions about responsible drinking and demonstrates you can still have a great celebration.”
Earlier this year, Diageo announced that its senior employees would all take a 12-week compulsory ESG course, which includes among other aspects, training in “social sustainability”.
Drinks industry Environment, Social & Governance activations around the world in November ’23
