Diageo has new message

16 November, 2007

Diageo has unveiled its latest responsible drinking campaign.

Breaking on TV, followed for the first time by digital, outdoor and print advertising, the push consists of two ad s, one showing a group of young women socialising and

the other a group of men.

Each ad

offers two possible scenarios for the group, one showing the positives of responsible drinking, the other focusing on the consequences of irresponsible drinking.


managing director Benet Slay said: "This campaign underlines Diageo 's commitment to work in partnership with the government and all our stakeholders to promote responsible drinking.

"We will continue to invest and look at new ways to reach consumers with this message so they are in a position to make informed choices when enjoying our brands."

The campaign builds on the first

national responsible drinking TV advertising that Diageo ran in May this year.

Evaluation results have shown that responsible drinking advertising is an "effective way of raising awareness", according to Diageo. Having viewed the ad s, 80 per cent of those surveyed said the y made them question their drinking habits, and 66 per cent of people said they would reconsider how they drink in future.

Diageo said it wants to highlight the message that "everyone has a choice on a night out". A new website - thechoiceisyours.com - will support the campaign.

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