Paris – Responding to the recent relaxation of pandemic restrictions in some regions, alcohol brand Pernod Ricard aims to deter young adults from unhealthy drinking habits. Driven by Anti-authenticity-style messaging, its Be Responsible, Drink More campaign uses irony to promote a more mindful return to partying. By showing drinkers in unfortunate scenarios due to excessive alcohol consumption, its digital and print communications all highlight the importance of drinking water alongside alcohol on future nights out.
Pernod Ricard is recognising the likelihood that younger audiences will return to hedonistic behaviours when it comes to socialising, and speaks to this audience by being realistic about their messier experiences. Buzzman, the creative agency behind the campaign, says: ‘We’ve all seen that one guy blacked out in a corner at a party with drawings all over his face… or the guy who falls asleep at the bar… Don’t want to be that guy? Drink more… water.’
While the brand is careful not to suggest complete avoidance of alcohol, its campaign messaging echoes some of the initiatives we’ve been tracking from non-alcoholic brands that are targeting more conscious hedonists.
Drinks brands must take responsibility for the impact of their products, making sure to strike a balance between having fun and being sensible. Take cues from Pernod Ricard and reach audiences through resonant, anti-authenticity marketing