Tom Daley dons colour-changing trunks for Malibu
Pernod Ricard’s Malibu has got Olympic gold medal-winning diver Tom Daley back into his briefs for a second responsible drinking campaign.
The ‘Don’t Drink and Dive’ campaign launched in August last year, in partnership with the Royal Life Saving Society UK. It aimed to promote responsible drinking and raise awareness of the dangers of alcohol consumption in and around water.
This year, Malibu has partnered with knitwear brand Made With Love to create knitted swim trunks that change colour when temperatures hit 20ºC. The swimwear is intended to be a reminder of the increased risks of drinking near water in hot weather.
To launch the campaign, Daley appeared on ITV’s This Morning show wearing the trunks ahead of World Drowning Prevention Day today (25 July).
One in four drowning incidents in the UK is believed to involve alcohol. New research from Bournemouth University has found once temperatures hit 20ºC and alcohol is consumed, the risk of drowning becomes five times more likely.
Malibu also commissioned additional research, which found a quarter of Brits admit to taking more risks in hot weather, while one in three have swum after drinking alcohol.
Eight in 10 respondents felt people aren’t aware of the dangers of drinking and swimming.
According to Malibu, its 2024 campaign helped to increase awareness by 12%.
Liam Murphy, marketing director for Pernod Ricard UK, said: “Responsible drinking is a message we continue to land through our brands. Malibu’s Don’t Drink and Dive campaign clearly resonated with consumers the first time around, but the job’s not done.
“Award-winning creative aside, the campaign delivers a clear and simple message that’s easy to forget when consuming alcohol near water this summer. Don’t drink and dive.”
As part of the initiative, Daley has launched a series of social videos where he role plays as a weatherman. Each clip features the diver in his colour-changing trunks as he delivers a water safety message tailored to the day’s weather.
The series will also feature other influencers sporting the Malibu x Made With Love range.
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