Diageo and Smirnoff Launch New Global Responsible Drinking Campaign for the Holidays
21 Noviembre 2022 - 6:00AM
Business Wire
Diageo and the world’s number one vodka, Smirnoff, have today
launched a new global campaign called ‘Drops of Advice,’ to
encourage people to think and drink responsibly during the holidays
while also celebrating life and the best of the season’s
festivities.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20221121005460/en/
In developing the campaign, Diageo recognized that there is an
art to providing good advice. The creative campaign explores a
range of fun, practical, relatable ways to deliver tips to the
viewer – through small, playful, and useful nudges to help
encourage the people we care about.
The series of videos, which will be featured on Diageo’s and
Smirnoff’s social channels, were created by award-winning, New York
based, Venezuelan animator Igor Bastidas, whose distinctive and
bold visual illustrations help bring the campaign to life. ‘Drops
of Advice’ and its tagline ‘Be wildly responsible’ will be rolled
out globally, and in North America the assets will also be
available in Spanish for the U.S. and French for Canada.
The six ‘Drops of Advice’ include:
- “When drinking, food is your friend” -
‘Keep an eye on your friends’ - ‘Dance freely, drink responsibly’ -
‘Stay hydrated’ - ‘Avoid top ups’ - ‘It’s okay to call it a
night’
To watch all of the videos, visit Diageo’s YouTube page
here.
Speaking about the campaign, Igor Bastidas said: “I wanted to
capture the energy of a diverse group of people who are making the
right decision to moderate their drinking in a wholly original and
enthusiastic way that is also ‘Wildly Responsible.’ In my work, I
choose to be disruptive by using simple and straight narratives,
and I think that it is reflected in these videos in an entertaining
way."
Ana Fitzgibbons, Director of Diageo North America in Society,
said: “We are constantly looking at new and fresh ways to remind
consumers about how critical it is to enjoy alcohol responsibly.
‘Drops of advice’, allows us to educate and share tips with
consumers in an entertaining way, particularly ahead of the holiday
season.”
Stephanie Jacoby, Global Smirnoff Senior Vice President, said:
“I’m so proud to see Smirnoff at the helm of this season’s Drops of
Advice campaign as the sponsor of our ongoing responsible drinking
commitments. We know the holidays are an important time for people
to get together and enjoy the good times and we want to ensure
we’re encouraging people to do that in responsible ways while
maintaining the fun, vibrant attitude we’re famous for -
encouraging our consumers to be wildly responsible.”
Last year’s holiday campaign, ‘Know When to Stop,’ was a
rallying cry to show the sometimes absurdity of excess, while also
highlighting the importance of moderation. This year, the creative
perspective of ‘Drops of Advice’ will feel more like the voice of
another person appealing to peoples’ responsible side. This
campaign is in addition to the year-long efforts that Diageo and
its brands support to reach consumers with messages of moderation
and responsible drinking.
The creative will encourage consumers to visit DRINKiQ -
a dedicated responsible drinking website available in multiple
languages that provides information and practical advice on
alcohol, alongside a range of resources to encourage moderate
consumption.
Diageo is committed to changing the way the world drinks for the
better by promoting moderation and addressing the harmful use of
alcohol. This is a core pillar of Diageo’s 10-year sustainability
plan, Society 2030: Spirit of Progress, which includes an ambition
to reach one billion people with messages of moderation by
2030.
Notes to Editors:
About Diageo
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain
Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and our products are sold
in more than 180 countries around the world. For more information
about Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow us on Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
About Igor Bastidas
Igor Bastidas is a Venezuelan graphic designer, art director,
animator, and illustrator, also known under the pseudonym of GIB
and lives in Brooklyn, New York. In addition to winning two Cannes
Lions, Bastidas has been recognized at festivals around the world,
including the Toronto Urban Film Festival and Berlin Festival
Pictoplasma. His illustrations have been published in numerous
books and magazines.
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