Pernod encourages people to Drink More…WaterBy Melita Kiely
Jameson Irish whiskey owner Pernod Ricard has launched a new responsible drinking campaign, called Drink More…Water.
The campaign is part of the firm’s Responsible Party initiative, which was established in 2009 with an aim to prevent alcohol misuse in young adults.
As on-trade venues reopen after extensive periods of closures, Pernod Ricard said there was concern it could lead to excessive drinking and harmful use of alcohol among young adults.
The Drink More…Water campaign has been designed to persuade young adults that excessive drinking is not fun, and to help them make the right choices for themselves. Drinking more water is one way the group believes it can reduce harmful consumption.
Alexandre Ricard, chairman and CEO of Pernod Ricard, said: “This ambitious campaign reflects the new digital dimension of our Responsible Party programme.
“By addressing young adults with codes that are specific to them, we will expand the reach of our message across many countries in an impactful way.”
The campaign video features moments showing what can happen when people drink too much, while encouraging them to ‘drink more’. The end of the video reveals the true message of the campaign – to drink more water.
The Drink More…Water campaign is launching today (29 July), initially in the UK, Germany, Belgium, Greece, the Netherlands, Mexico, Columbia, Venezuela, the Dominican Republic and Kenya.
Earlier this year, Pernod Ricard released a podcast spotlighting the partnerships of its Irish Distillers arm.
The French drinks group also saw organic sales return to growth in the first nine months of fiscal 2021, driven by a double-digit increase in the third quarter. The company raised its profit prediction for fiscal 2021 to 16% due to the acceleration of the on-trade.