The company said it has created a series of "spoof adverts" that show what can happen when people drink too much. The first ad 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,
and POS material.
Marketing director Nick Gaskin said: "Past
and existing campaigns have helped raise awareness , but
our research showed
there was a role for humour .
"We are adding a new and different element to support government
in getting the message across."