Pernod Ricard urges kids to drink more… water

Drunk girl

Pernod Ricard has launched a global digital campaign through its Responsible Party initiative, aimed at tackling the issue of binge drinking.

The brand’s Responsible Party programme, which has been engaged in the prevention of alcohol misuse by young adults since 2009, has intensified its efforts to coincide with the reopening of bars, clubs and restaurants. The digital campaign is spearheaded by a 50-second film.

The campaign is based on the Responsible Party programme’s main drivers: to persuade young adults that there is no fun in excessive drinking and to empower them to make the right choices for themselves, thanks to a peer-to-peer approach.

Pernod Ricard said: “The campaign aims to connect with the Gen Z audience by not shying away from showing the unpleasant, embarrassing and harmful consequences of alcohol abuse. Featuring snapshots of what can happen when people drink to excess, the campaign appears to encourage them to drink more, before revealing at the end of the video the true message – drink more water.”

The campaign launched on 29 July initially in the UK, Germany, Belgium, Greece, the Netherlands, Mexico, Columbia, Venezuela, Dominican Republic and Kenya.

Alexandre Ricard, Chairman and Chief Executive of Pernod Ricard, said: “This ambitious campaign reflects the new digital dimension of our Responsible Party programme. By addressing young adults with codes that are specific to them, we will expand the reach of our message across many countries in an impactful way.”

The Responsible Party programme launched its first digital prevention campaign, ‘Sharing Good Vibes’, at the start of the pandemic in April 2020, to continue raising awareness at a difficult time. Over a six-month period, the campaign reached six million people in 30 countries.

Pernod Ricard is not the only drink manufacturer trying to prevent alcohol misuse. In June Accolade Wines and Campari Group UK funded Community Alcohol Partnerships which plans to extend its work programme to reduce alcohol harm among young people and improve their health and wellbeing.