PRUK launches responsible drinking campaign

Pernod Ricard UK has launched a responsible drinking campaign called Accept Responsibility. It will be delivered in three stages over the next twelve months, with the first phase targeting binge drinkers.

The advertising is designed to encourage the public to reflect on their personal drinking choices by highlighting common excuses such as “I need a few drinks to loosen up” or “I can’t have a good time without drinking”.
The binge drinking creative will appear in the Sun, Daily Star, Metro, Daily Mirror and the Daily Record over the next four weeks. The combined adult readership of placing the advertisement in these national daily newspapers is 14.5 million.
Consumers will also be reached through online banner advertising around portals and social networks including: Facebook, MSN and Yahoo.
All advertising directs consumers to the Pernod Ricard UK dedicated responsible drinking website: www.acceptresponsibility.org.uk. This site provides consumers with information and insight on responsible drinking and links to other useful online resources.
Jean-Manuel Spriet, CEO, Pernod Ricard UK, said: “As one of the UK’s leading players in the drinks industry, we are committed to promoting responsible drinking and reducing alcohol related harm. Here at PRUK, we fully accept responsibility for the role we have to play in this matter. But it is fair to say that our consumers also have a responsibility regarding how they behave when they drink.”

Patrick Schmitt, 16/04/08