Diageo partners with MTV on ‘sensible’ drinking campaign

Multinational beverage firm Diageo has embarked upon a partnership with MTV International, to produce and distribute a campaign designed to encourage responsible drinking.

(Photo: Diageo/MTV)

The campaign involves a collaboration between Diageo, which owns Smirnoff, Johnnie Walker, Baileys and Guinness, and Viacom Velocity International, responsible for its youth brand MTV.

Launched yesterday (3 June), the first of a planned series of videos entitled ‘Weekend Not Wasted’ debuted on a number of media platforms, including MTV’s website, YouTube and other social media channels.

The second episode will premier online 10th June and on-air 12th June, while the ultimate video will go on-air 19th June.

The videos are targeted at the 18-24-year-old demographic, with a goal of reaching over 12 million people on social media, plus 52 million TV households across the UK, Spain, Denmark and Germany.

They were produced in collaboration with creative team Just So, hiring presenters Becca Dudley, Harriet Rose and Samuel Eni to discuss hangover-induced anxiety and promote the benefits of moderate drinking, emphasising opportunities to “seize the day”.

The campaign, which will run on MTV’s website, YouTube and social channels as well as being promoted on the brand’s localised TV channels, is aimed at 18-24-year-olds, a demographic that a number of companies such as Diageo have already said are drinking less than older generations.

John Kennedy, president Europe, Turkey and India at Diageo, said: “It’s really important to us that young adults in Europe are informed and empowered to enjoy alcohol in a moderate and sensible way.

“In creating this campaign, we have married our unique marketing insight with the reach and influence of MTV to land the message that excessive consumption of alcohol can prevent you from achieving the most out of your day.”

Lee Sears, SVP, sales and partnerships, head of Viacom Velocity International, added: “This co-branded social content series, celebrating what becomes possible when you drink responsibly and seize the day, will deliver high-impact cut-through and engagement for Diageo across key markets, within a brand-safe environment.”

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