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Pernod Ricard campaign targets drink driving ‘excuses’

French drinks group Pernod Ricard has partnered with the Oregon Liquor Control Commission (OLCC) to launch a seasonal campaign warning revellers not to drink and drive.

The campaign highlights the excuses people may make to justify drinking and driving

The campaign message, “drunk driving doesn’t start with a drink. It starts with an excuse,” highlights the excuses people may make to justify drinking and driving.

Fifteen-second public service announcements will air on TV channels and online in Portland throughout the holiday season, urging imbibers to plan ahead and ensure a safe ride home.

The online campaign will incorporate social media and targeted web and mobile marketing, focusing on adults aged 21 and over.

Jack Shea, of VP Corporate Communications, said: “Pernod Ricard USA is proud to partner with the OLCC on this programme as part of our commitment to the responsible consumption of our products. As creators of great company, our goal is for our brands to always be enjoyed responsibly and in moderation.”

The OLCC has created a list of responsible party host tips, available on its website, to help both the party host and party goers make celebrations “safe and enjoyable for all”.

Merle Lindsey, OLCC deputy director, said: “The holiday season is full of fun and festivity. Whether celebrating at a friend’s home or at one of the 12,000 liquor-licensed businesses across the state, making good decisions about drinking can help protect yourself, the business owner or party host, and every other driver on the road.”

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