The activation, which debuted last year in 60 markets, is aimed at younger legal drinking age consumers and comprises digital and music festival-targeted assets. The ‘Drink More Water’ message, part of the group’s ‘Good Times from a Good Place’ ESG strategy, will be promoted with examples of alcohol-related excessive behaviour with the alcohol replaced by water.
Once again, the group will concentrate its efforts on digital platforms and in-person events.
“This second edition … has gone one step further, … harnessing the power of marketing to prevent alcohol abuse,” the company said. “The chosen messaging seeks to strengthen the role of water and its power to reduce alcohol harm within Gen Z’s excessive behavioural patterns.”
Speaking to Global Drinks Intel yesterday, the group’s VP of global public affairs & alcohol in society, Laurent Scheer, said there is no correlation between Pernod Ricard’s business performance and the budget for its responsible drinking programmes. “As long as there’s alcohol, there’s a risk of people abusing it,” he said. “We cannot afford to stop the prevention initiative.”
Last year’s activity was chosen as the best ‘Responsible Drinking/Alcohol Harm Reduction Initiative’ in Global Drinks Intel’s inaugural ESG Awards in October.
