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MTV creates responsible drinking campaign with Diageo
Smirnoff owner Diageo has partnered with MTV International to launch a new campaign designed to educate young people about responsible drinking.
Diageo and MTV have created a series of responsible drinking videos, called Weekend Not Wasted
The new responsible drinking campaign, in partnership with Viacom Velocity International and its youth brand, MTV, features a series of videos, called Weekend Not Wasted. It is aimed specifically towards the 18-24-year-old demographic.
It hopes to target MTV’s social media following of more than 12 million people, plus 52 million TV households across the UK, Spain, Denmark and Germany.
The campaign comes with a message about the possibilities that come with sensible drinking and opportunities to “seize the day”.
Weekend Not Wasted will debut on MTV’s website, YouTube and social media channels, and will also be promoted across MTV’s local TV channels. The first episode was released yesterday (3 June).
Diageo worked with creative team Just So to develop and produce the campaign.
John Kennedy, president Europe, Turkey and India at Diageo, said: “It’s really important to us that young adults in Europe are informed and empowered to enjoy alcohol in a moderate and sensible way.
“In creating this campaign, we have married our unique marketing insight with the reach and influence of MTV to land the message that excessive consumption of alcohol can prevent you from achieving the most out of your day.”
The series will be rolled out online and broadcast over a four-week period. Each episode depicts a different situation with a group or individual person “seizing the moment”, which culminates in a final week where all three episodes play out concurrently.
Lee Sears, SVP, sales and partnerships, head of Viacom Velocity International, commented: “This co-branded social content series, celebrating what becomes possible when you drink responsibly and seize the day, will deliver high-impact cut-through and engagement for Diageo across key markets, within a brand-safe environment.”