"spoof ad s" that show what can happen when people drink too much. The first
features a man and gorilla snuggled together in a zoo cage after a night of binge-drinking.
The strapline Quality Not Quantity will appear in magazines, press and online ads,
outdoor posters, and POS material.
Marketing director Nick Gaskin said: "Past and existing responsible drinking campaigns have helped raise awareness , but we felt
there was a role for humour in engaging drinkers in this
"We are adding a new and different element to support government
in getting the message across."