Pernod Ricard and AA team up on drink driving

Pernod Ricard has once again linked up with the Automobile Association (AA) to expand their joint anti-drink driving marketing campaign, encouraging people to “accept responsibility”.

The partnership between the French drinks group and the UK’s biggest motoring organisation was initially launched in December 2010 to reinforce both companies’ commitment to tackling drink driving related issues throughout the country – with the first phase focusing on the Christmas period.

This second phase of the campaign will run through the summer period, launching on 12 July with an advertising campaign running online and across social media.

The AA will feature the advertising on its website, which is estimated to reach 15 million people.

The AA will also place the advertising in its monthly members’ magazine in June and August to reach a further one million people each month.

In addition, advertising will run on Facebook, Spotify and MSN, reaching around 23% of all 18-24 year olds.

“We are pleased to continue our campaign in partnership with the AA to encourage people to accept responsibility when driving by not drinking,” says Jean-Manuel Spriet, CEO of Pernod Ricard UK.

“In May this year, the UN launched the Decade of Action for Road Safety – Pernod Ricard is working across the world to contribute to this through its anti-drink driving campaigns.

“This started with the Pernod Ricard Responsib’ALL Day, where 18,000 Pernod Ricard employees across the world took part in 24 hours of action to kick-start a series of new anti-drink driving initiatives.”

Says Edmund King, President of the AA: “We are delighted to continue our partnership with Pernod Ricard UK in reminding and encouraging drivers to accept responsibility when it comes to drinking and driving.

“Drink driving remains a critical issue for the UK, which is why it is extremely important that we maintain momentum in educating consumers about this issue and the importance of personal responsibility.”