Drinks Initiatives

2019 > 2019

The campaign reached 25.5 million people across the five markets with 2300% uplift in awareness of DrinkIQ. The average YouTube View Through Rate was 30% and episodes posted on Facebook achieved over 1.8 million post engagements and 49 million followers.

Responsible drinking campaign targeting MTV’s social following of over 12 million fans and 52 million TV households across the UK, Spain, Denmark and Germany aiming to engage with them in a meaningful yet fun way.

PAUSE

European Union

Brown-Forman

2019 > Ongoing

By 2021, 4,800 employees were reached.

PAUSE aims to create a responsible drinking culture, to reduce alcohol-related harm and promote moderate consumption.

#LiveLikeACaptain

United Kingdom

Diageo

2018 > 2018

In total, there were 3.4 million video views, 17 million were reached and posts had 13.5 million impressions, 45,000 engagements and 50,000 clicks to the website.

The campaign used the power and connectivity of music to deliver the “Fun that isn’t remembered, isn't fun” responsible drinking message through Diageo’s brand the Captain Morgan.

Take Control

Malta

TSG

2018 > 2018

The campaign was seen by more than 100,000 people.

Visuals on social media were used to promote responsible alcohol consumption and to raise awareness of the negative effects of binge drinking.

Responsibility on Campus

Spain

Espirituosos España

2018 > Ongoing

To date, some 3,000 students from the universities of Granada, Huelva, Extremadura and Rey Juan Carlos have taken part. Winning entries have been used on campuses, on social media and on public transport.

University students are taught about responsible consumption and spirit drinks before taking part in a competition to design their very own campaign to promote responsible drinking. The winning entries are then made available for municipalities and other organisations to use.

Stay Yourself

European Union

Diageo

2017 > 2019

Over 4 million students reached until early 2019

Campaign aimed at encouraging students to drink responsibly and to make informed and positive choices about drinking

If you drink, drink some water in between!

Estonia

EAAPI

2017 > Ongoing

in 2023, 6 Facebook posts reached 423,470 and had 2,869 engagements.

The campaign advocates drinking a glass of water in between each consumed glass of alcohol and explains the effects of alcohol on the body.

Party with style

Latvia

LANA

2017 > Ongoing

The 2023, 6 different supports (like carousel posts), were advertised on Facebook and Instagram reaching a combined 344,196 people. It also achieved 941,043 impressions and 2,126 clicks.

The aim is to encourage young people to drink responsibly.

Responsible Service @ “A COPO” training programme

Portugal

ACIBEV

2016 > Ongoing