TV ad advocates responsibility

10 December, 2010

Pernod Ricard is running its first TV ad with a responsible drinking message in the UK.

The ad for Malibu is appearing on ITV2, E4 and 4Music until December 30. It builds on Malibu’s existing Radio Maliboom Boom campaign with its two DJs delivering the message that: “One too many always mess up your head”.

Patrick Venning, head of marketing at Pernod Ricard UK, said: “Malibu is able to speak to younger adult consumers in a way that is relevant and credible.

“We wanted to utilise this to remind our consumers of the importance of drinking responsibly.

“Younger adults do not want to be?told what to do, especially when it comes to social occasions, so we approached the advertising with the same fun attitude they expect and appreciate from Malibu.”?Pernod Ricard has already done responsible drinking work around Malibu on the radio with Kiss FM.

Meanwhile, Pernod Ricard’s Havana Club rum is being supported with a new campaign emphasising its Cuban roots.

The Nothing Compares to Havana campaign will feature print, billboard, radio and cinema advertising, as well as online activity and PR support.

Pernod Ricard UK said the campaign features a series of snapshots of life in the Cuban capital, reflecting the city’s “humanity, spontaneity and creativity”.

The ads were previewed at this year’s Notting Hill carnival and will reach 63% of 25 to 34-year-old males. The cinema campaign will take in both arthouse and mainstream venues.

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