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Pernod tells consumers to 'Accept Responsibility'

Published:  23 July, 2008

Pernod Ricard UK (PRUK) is urging consumers to take the blame for their own actions with the launch of a new responsible drinking campaign.

Accept Responsibility' will be delivered in three stages over the next twelve months.

Phase one will target binge drinkers and phase two will focus on other areas of irresponsible consumption.

The purpose of the advertising creative is to confront the public with common place excuses such as "I need a few drinks to loosen up" or "I can't have a good time without drinking" and to encourage them to reflect on their personal drinking choices, the company said.

The binge drinking creative will appear in the Sun, Daily Star, Metro, Daily Mirror and the Daily Record from today (Friday) for the next four weeks.

The combined adult readership of placing the advertisement in these national daily newspapers is 14.5 million.

Consumers will also be reached through online banner advertising around portals and social networks including: Facebook, MSN and Yahoo.

The online campaign is expected to deliver around 17 million impressions (over a four week period).

All advertising then directs consumers to the PRUK dedicated responsible drinking website:

This site provides consumers with information and insight on responsible drinking and links to other useful online resources.

Jean-Manuel Spriet, PRUK chief executive officer said: "Here at PRUK, we fully accept responsibility for the role we have to play in this matter [promoting responsible drinking]. But it is fair to say that our consumers also have a responsibility regarding how they behave when they drink."