Ricard Korea, the Korean unit of the wine and spirits company Pernod Ricard, has been operating annual digital campaigns since 2020 as a means to promote responsible drinking. The company has been working to provide consumers with simple tips for responsible drinking that can be easily practiced in daily life. It has been leading the development of a culture of responsible drinking in the Korean market by communicating with young adults through various digital channels.
responsible drinking campaign currently being promoted by Pernod Ricard Korea is based on a campaign that Pernod Ricard Group conducts in key markets around the world. Ever since the launch of its 'Good Times from a Good Place' 2030 Sustainability and Responsibility roadmap, which directly supports the United Nations Sustainable Development Goals(SDGs), Pernod Ricard Group has been addressing all aspects of its business through the implementation of the four pillars of its roadmap: Nurturing Terroir, Valuing People, Circular Making and Responsible Hosting. In particular, the company aims to establish a culture of healthy and responsible drinking under the theme of Responsible Hosting.
Annual responsible drinking campaigns with easy-to-practice tips and simple guidelines for responsible drinking
Pernod Ricard Korea began operating responsible drinking campaigns in Korea in earnest in 2020. The ‘Drink Wise’ campaign launched on its homepage in 2020 earned a positive reception for its simple guidance on how to practice responsible drinking. It was being offered in the context of the rise in drinking alone and no-contact online drinking practices brought about by the outbreak of the Covid 19 pandemic.
‘Eat, Pause, Hydrate’ responsible drinking campaign conducted in 2021 was also designed to suit pandemic conditions. The campaign aimed to raise awareness of the dangers of frequent, excessive, or binge drinking as people entered the summer holidays after a period of accumulated stress and social withdrawal caused by the prolonged Covid-19 pandemic. It suggested ideas for drinking in moderation. The company created a short video featuring three healthy drinking tips to help consumers intuitively appreciate and practice responsible drinking in their daily lives: The tips were drinking with food, taking breaks, and drinking enough water.
Active communication on digital platforms and offline that appeals to young adult consumers
Pernod Ricard Korea’s responsible drinking campaigns catch the eye and reflect ongoing market trends. In an effort to promote a culture of responsible drinking among a broader consumer base, the company launched its ‘#Make Memories, Not Hangovers’ campaign in 2022 targeting Millennial and Gen Z consumers aged 19 or above. The campaign was executed on popular social media platforms among young adults, including Facebook and Instagram. It was launched simultaneously in five Asian countries with the aim of fostering a culture of responsible drinking.
The ‘#Make Memories, Not Hangovers’ campaign provided guidance on identifying binge drinking, the related risks, and ways to practice responsible drinking through a video. A quiz event was held based on the content to attract active participation and interest from consumers.
The month-long digital campaign proved a great success and reached about 6.3 million consumers, 61 percent of the target population aged 19 or above, in key cities in the five countries. It achieved about 1 million views in Korea. It successfully raised awareness of the dangers of binge drinking and provided ideas for responsible drinking for consumers who watched the campaign.
Ongoing efforts to promote responsible drinking through online and offline campaigns
Pernod Ricard Korea has revealed its plans to run its new ‘Drink More Water’ digital campaign for this year’s summer holiday season.
To prepare for the launch of the campaign, Pernod Ricard Korea has been laying a foundation to draw increased attention from young adults. The company operated a ‘Drink More Water’ campaign booth under the umbrella of its Jameson Irish whisky at the camping festival Go Out Camp in Gumi on March 31 and April 1.
At the ‘Drink More Water’ booth, representatives of Jameson delivered simple guidelines for responsible drinking, such as alternating with enough water between drinks to stay hydrated and prevent hangovers. It provided information on responsible drinking guidelines to those who participated in social media events and offered them as much water as they wished during the event period. With more than 18,000 visitors of Go Out Camp festival, the ‘Drink More Water’ campaign has been reached to massive target audiences.
Alex Ryoo, HR and CA director of Pernod Ricard Korea, noted, “Pernod Ricard Group believes that the best way for all of us enjoy safe and convivial moments is not through excessive or binge drinking but through responsible consumption. We will be expanding our annual digital responsible drinking campaign to offline channels. We will continue our efforts to share ideas for responsible drinking with our consumers and build a solid culture of responsible drinking in Korea.”