The Smirnoff and Guinness supplier aims to reach more than a million consumers with its Think How You Drink initiative.
The 18-month campaign begins with the online video called Embarrassing Drunken Walks - featuring drunks staggering about - and will launch in the UK before rolling out to Ireland, Germany, Denmark and the Netherlands.
Malcolm D’Sa, marketing innovation director for Diageo Western Europe said: “With this video we are deliberately using humour to catch people’s attention.
“Responsible drinking campaigns in the past have tended either to preach or to scare. There is a place for that type of message but we began this campaign by looking at where young adults communicate.
“They are talking online and via social media – and we know that humour is a more effective way of delivering a message across those channels.
“We know that drinking to excess is a serious issue – but our primary concern is to be effective. The message, that drinking can have harmful consequences, is still in there and it is a strong message. We’ve just approached it in a different way.”