In response to the growing concern of excessive drinking among young adults, Pernod Ricard has launched the ‘Drink More Water’ campaign to promote responsible drinking habits and prioritise hydration, especially during festive occasions. This campaign highlights the brand’s commitment to fostering a culture of moderation and well-being among the youth. Pernod Ricard is excited to unveil the second phase of its impactful initiative.
Reflecting on the campaign’s journey thus far, last year’s launch marked a significant milestone, raising awareness among South Africa’s youth about the importance of staying hydrated while enjoying social gatherings. Now, as the campaign enters its next phase, the objective is to deepen the message of moderation and responsible decision-making, without killing Gen Z’s vibe.
Phase one of the campaign laid a solid foundation by presenting water as a simple yet powerful way to enhance social experiences while advocating for moderation. Building on this momentum, phase two aims to solidify water’s role in curbing excessive drinking without dampening the vibrant spirit of Gen Z.
During phase one, Pernod Ricard’s strategic approach involved leveraging its extensive network to reach key locations across South Africa. Through a dynamic mix of digital screens, menu advertisements, and banners, the message of ‘Drink More Water’ resonated with over half a million individuals. Additionally, the Coastal Digital Market Network played a vital role in amplifying the message through strategically placed screens across major lifestyle markets.
As Pernod Ricard toasts to phase two, the commitment remains steadfast in promoting responsible choices and shaping a culture where moderation is the norm. Phase two will set sail with expanded reach into four key party spots across Soweto, Johannesburg and The Vaal. The strategy includes leveraging a network of lounges in popular Gauteng townships and using digital platforms with strategically placed OOH ads and screens to amplify the message across major lifestyle venues in Gauteng.
The selection of these locations was meticulously curated to maximise visibility and resonance. From PDL Lifestyle (also next to Konka) in Pimville Soweto to Vilakazi Street, Maboneng, and The Vaal Monateng Cafe, each venue was chosen for its prominence and ability to attract diverse audiences.
The essence of the ‘Drink More Water’ campaign lies in the brand’s unwavering commitment to instigating positive change in SA’s drinking culture, extending beyond the youth to encompass all alcohol consumers. It transcends mere promotion; it embodies responsibility and conviviality, setting new benchmarks, and advocating for constructive transformation.
PERNOD RICARD
https://www.pernod-ricard.com/en
