Pernod Ricard Korea successfully executes a digital campaign to promote responsible drinking culture
Pernod Ricard Korea successfully executes a digital campaign to promote responsible drinking culture
  • Kevin Lee
  • 승인 2022.03.16 10:53
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A digital video campaign produced on the theme of ‘#Make Memories, Not Hangovers’
A message delivered on the prevention of binge drinking and promotion of responsible drinking

Pernod Ricard Korea, the Korean unit of the Paris-based global wine and spirits company Pernod Ricard, announced that it joined Asia initiative with digital campaign for responsible drinking ‘#Make Memories, Not Hangovers’ in January reaching nearly 1 million people.    

The Korean campaign covering key cities in Korea was designed to raising awareness on binge drinking and promote a culture of responsible drinking to take root. It was simultaneously executed in five Asian countries (South Korea, Japan, Hong Kong, Taiwan and the Philippines). The campaign was made readily available to Millennials and Gen Z aged 19 and above through digital channels such as Instagram and Facebook. 

‘#Make Memories, Not Hangovers’ Asia campaign
‘#Make Memories, Not Hangovers’ Asia campaign

The digital campaign was composed of video and quizzes designed to help people understand binge drinking and related risks, explain practical ways to engage in responsible drinking, and test people’s knowledge on the information provided to help deliver an effective campaign message.    

The ‘#Make Memories, Not Hangovers’ Asia campaign proved a great success by reaching about 6.3 million consumers, 61% of the target population in the five countries and achieving about 1 million views in Korea. Further, the campaign was successful in educating young adults on the dangers of binge drinking and how to drink responsibly, with those exposed to the campaign messages demonstrating a knowledge lift when tested. Alex Ryoo, HR & Corporate Affairs Director of Pernod Ricard Korea related, “Since it takes time for newly acquired knowledge to be put into practice, we plan to continue consumer campaigns that share accurate information on alcohol and ways to practice responsible drinking.”  

CEO Frantz Hotton of Pernod Ricard Korea noted, “Pernod Ricard Group is striving to promote a responsible drinking culture by encouraging consumers to share safe and convivial moments with their loved ones by consuming our products responsibly. Pernod Ricard Korea will continue to conduct a variety of digital campaigns to help a create a solid culture of responsible drinking become in Korea.” 

Pernod Ricard Group has been implementing a wide range of activities to promote responsible drinking around the world as part of its commitment to Sustainability and Responsibility. Starting with the campaign “Eat, Pause, and Hydrate” in 2021, guidelines for responsible drinking that anyone can easily practice, this time round the company raised young consumers’ awareness on the risks of binge drinking through its digital campaign #Make Memories, Not Hangovers.

페르노리카코리아 (Pernod Ricard Korea) 페르노리카코리아 (Pernod Ricard Korea)

페르노리카코리아 (Pernod Ricard Korea) 페르노리카코리아 (Pernod Ricard Korea)


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