Diageo, the maker of Guinness, Smirnoff and Johnnie Walker, has launched a new global responsible drinking campaign, ‘The Magic of Moderate Drinking,’ that looks to make moderation aspirational and encourages consumers to drink responsibly.
The campaign shows consumers that by drinking better, not more, they can savour every moment and occasion. The story is told through a short film which features Guinness, Johnnie Walker, Tanqueray 0.0 and Seedlip, and shows how responsible drinking can take many forms for every individual.
The film is supported by out-of-home advertising and social media activities.
Kate Gibson, Diageo’s Global Society Director, said: “I love this campaign as it shows that you don’t have to compromise on fun in order to moderate your drinking. This is challenging outdated perceptions about responsible drinking and demonstrates you can still have a great celebration!”
To support the launch of the campaign, Diageo has created a new and refreshed dedicated positive drinking page on its website. The site hosts resources such as DRINKiQ and demonstrates the latest responsible drinking work from Diageo and its brands.
