The online push will run from this month until the beginning of September and is the latest phase in Pernod’s Accept Responsibility campaign.
It will include banner ads on websites such as MSN, Facebook and Yahoo, and audio and visual ads on new digital music service Spotify.
The ads are designed to encourage consumers to reflect on their personal drinking choices by confronting them with common excuses such as “I need a few drinks to loosen up” or “I can’t have a good time without drinking”.
Pernod predicts the ads – which will have a click-through option to its website acceptresponsibility.org.uk – will get 25 million hits during the campaign.
To further increase the website's appeal to younger adult consumers, three new interactive tools have been added. The Wheel of Excuses portrays real-life situations where consumers make excuses about the amount of alcohol they consume; Have Your Say encourages users to express their views on the campaign, and Tell Someone You Care About gives users the option to forward the campaign creative to family and friends.
Ads will also appear in the Sun, Daily Star, Metro, London Lite, London Paper and Daily Record, and on the social content pages of the key daily press.
Chief executive Jean-Manuel Spriet said: “It’s clear that the industry and government have critical roles in promoting responsible drinking but we believe it's also important for consumers to take responsibility for how they drink.
"That is why we have launched this stage of the campaign and used new marketing tools – to help drive the personal responsibility message to the younger adult consumer.”