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Diageo launches ‘The Magic of Moderate Drinking’ ahead of the festive period
Liz Unamo| 3 de diciembre de 2023
Diageo Navidad
Diageo, the maker of Guinness, Smirnoff and Johnnie Walker, has today launched a new global responsible drinking campaign: “The Magic of Moderate Drinking,” that looks to make moderation aspirational and encourages consumers to drink responsibly over the festive period.The campaign will show consumers that by drinking better, not more, you can savour every moment and occasion. The story is told through a hero film which features Guinness, Johnnie Walker, Tanqueray 0.0 and Seedlip, where our host enables guests to experience the “magic of moderate drinking,” and shows how responsible drinking can take many forms for every individual. From spacing your drinks with water or food, having a non-alcoholic option, or measuring your units to help you keep an eye on how much you drink, the guests can all be seen choosing to moderate whilst not having to compromise on the fun.Made in partnership with Marmalade Film and Media, the global campaign will continue to provide a drumbeat of activity throughout the year. It will be amplified across OOH including in main London underground stations and will feature on Diageo social channels. Amplified across the world, major markets including Great Britain, North America, China and Brazil will tap into moments for moderation throughout the year to share the campaign, from local occasions to key sporting events.Speaking on the launch, Kate Gibson, Global Society Director, Diageo, said: “I love this campaign as it shows that you don’t have to compromise on fun in order to moderate your drinking. This is challenging outdated perceptions about responsible drinking and demonstrates you can still have a great celebration!”
