In June of this year, Pernod Ricard launched the Drink More Water campaign across Asia with the objective of nurturing a culture of responsible drinking.
Pernod Ricard Korea, the Korean affiliate of global wine and spirits company Pernod Ricard, announced that its Drink More Water campaign launched in June of this year successfully delivered the message of responsible drinking to approximately 5 million consumers in Korea.
The Drink More Water campaign was originally conceived in 2021 for the European, African, and Latin American markets to promote responsible drinking. Since its launch, the Drink More Water campaign has reached over 400 million people online and 9 million people through on-the-ground activations across 60 countries. This June, the digital campaign was expanded to 14 markets in Asia including Korea. It shared a responsible drinking video with adult consumers in their 20s to 50s on various digital platforms, such as Instagram, Facebook, and more.
Pernod Ricard Korea created a video featuring people enjoying a convivial time while drinking water in three popular drinking contexts: in a club, in a bar, and at a team building event. It emphasizes the importance of responsible drinking for memorable convivial moments.
In addition to the digital campaign, Pernod Ricard Korea took a proactive step to broaden the target age groups and campaign channels to actively promote the message. It created a Drink More Water zone within its Absolut and Jameson brand pop-ups by providing free water at its Irish whiskey Jameson booth during the Go Out Camp events held in April and October, and at the Absolut Ground pop-up held in August. These efforts have encouraged consumers to stay hydrated and provided responsible drinking tips.
Furthermore, the company actively collaborated with relevant organizations and key bars in Korea. Notably, it partnered with Junior Chamber International Korea, one of the leading youth organizations in the country, to amplify the Drink More Water campaign. The partnership emphasized the importance of responsible drinking and shared guidelines on responsible drinking with youth opinion leaders aged 19 and above. Additionally, it joined forces with Bar Jangsaeng in Nonhyeon-dong and Bar Zest in Cheongdam-dong to carry out the responsible drinking campaign for consumers aged 19 and over who visited these venues.
The Drink More Water campaign reached over 130 million consumers, 70% of the total population above the Legal Drinking Age, in major cities across 14 Asian countries through a combination of online and offline channels. In Korea, the campaign has proven to be a remarkable success, reaching over 5 million adult consumers through digital and offline events, effectively communicating the importance of staying hydrated while drinking alcohol.
Frantz Hotton, CEO of Pernod Ricard Korea, noted, “Since 2002, Pernod Ricard Korea has been implementing responsible drinking campaigns for consumers of legal drinking age every year, with the aim of fostering a culture of responsible drinking in Korea. We will continue to actively conduct a responsible drinking campaign both online and offline utilizing various channels to help consumers responsibly enjoy our brands.”
For more details about the Drink More Water campaign, please search #drinkmorewater on Facebook or Instagram, or visit the Drink More Water website for Asia.
Since the launch of its 2030 Sustainability and Responsibility (S&R) roadmap 'Good Times from a Good Place', which is built on four key areas: Nurturing Terroir, Valuing People, Circular Making and Responsible Hosting, Pernod Ricard has been implementing the roadmap across its affiliates around the world. Pernod Ricard Korea has also been operating responsible drinking campaigns since 2020 to help establish a responsible drinking culture in Korea. Starting with the ‘Drink Wise’ campaign in 2020, the company shared responsible drinking guidelines that can be easily practice in daily life through its ‘Eat, Pause, Hydrate’ campaign in 2021 and raised public awareness of the risks of excessive drinking and shared responsible drinking tips for in its ‘#Make Memories, Not Hangovers’ digital campaign in 2022.