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Malibu teams with Tom Daley on safe drinking
Pernod Ricard-owned Malibu has created a ‘Don’t Drink and Dive’ campaign with Olympic gold medal-winning diver Tom Daley.
Launched in collaboration with the Royal Life Saving Society UK (RLSS UK) – a UK water safety education and awareness charity – the campaign aims to promote responsible drinking and raise awareness of the danger of alcohol consumption in and around water.
Daley will act as the campaign’s ambassador.
Together with RLSS UK, Malibu surveyed 2,000 people and found that 78% of Gen Z drinkers considered it OK to have one or more drinks before getting into the water, while 62% of Brits admitted to having swum or entered water after drinking an alcoholic beverage.
Craig van Niekerk, Malibu’s VP of marketing, said: “What we’re dealing with here is a serious issue, and Don’t Drink and Dive signals Malibu’s fully committed ambition to leveraging a long-term responsible drinking, behaviour-change platform, which raises awareness of the very real risks surrounding alcohol consumption near water.
“We are excited to see the campaign come to life in partnership with Tom Daley and the RLSS UK, both of whom we thank for their continued and passionate support.”
To kick off the campaign, Daley posed next to a 2.4m high statue in Brighton Beach, made from the beach’s pebbles. The statue is shaped in the mould of ‘1 in 4’, addressing the statistic that one in four drowning incidents in the UK are alcohol-related.
Daley is also wearing the new Don’t Drink and Dive knitwear, which can be purchased from his website as part of his Made With Love collection.
Featuring the Don’t Drink and Dive message on each piece, the line comprises swim briefs, sunglasses, a bucket and sliders. Proceeds from every purchase are donated to RLSS UK, which are used to provide expert lifesaving education on water safety and drowning prevention in the UK and Ireland.
“Sadly, the risks of being around water under the influence of alcohol can be underestimated,” added Matt Croxall, charity director at RLSS UK.
“This campaign – while on the surface appearing light-hearted – seeks to resonate and deliver a lifesaving message around the importance of not drinking alcohol and getting into water in any capacity.
“We’re delighted to have this opportunity to work alongside Malibu and Tom Daley on this quirky campaign that is bringing to life the dangers of drinking alcohol in or around water. Through this initiative, we urge people to learn more about how to stay safe and enjoy water safely this summer.”
Earlier this summer, Malibu also collaborated with Oatly on a dairy-free Piña Colada-flavoured soft-serve ice cream.
Along with Kahlúa, the brand was recently discovered as not vegetarian-friendly.
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