Pernod Ricard’s global ‘Responsible Drinking’ campaign has rolled out in Malaysia urging youths to take a pledge to drink responsibly.
The campaign is targeted toward non-Muslims of a legal drinking age, particularly the younger group aged 18-35 years.
Running with the tagline “Be in Control. Don’t Drink & Drive”, the campaign features on-ground activity such as ‘Code Friday’ whereby every Friday for the coming few months the brand ambassadors of Pernod Ricard will be at its partner outlets to create awareness of the issue and the dangers of inappropriate alcohol consumption.
Apart from just speaking about the issue the brand ambassadors will also encourage the consumers to take a pledge that they would drink responsibly.
Consumers are also encouraged to get others to make the same pledge on the campaign website which can be accessed both online and from their mobile phones.
Promotions for the campaign will also be done in major newspapers, online and digital platforms with creative, PR and digital executions handled by TBWA and media duties by Oranje/ISC.
CK Tan, managing director of Pernod Ricard Malaysia told A+M: “The global CSR activation by Pernod Ricard stems from our own realisation that while our products can form an enjoyable part of our lifestyle when we choose to consume them, we also know that excessive or inappropriate consumption can cause harm.”
“Our approach to Responsible Drinking is based on the premise that with any consumer, whether a regular or infrequent drinker, living anywhere in the world should have access to information on treating alcohol responsibly.”
He added that the company’s first task in Malaysia in encouraging its consumers to take the pledge was a way to educate and inform them of the dangers of excessive drinking.