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Pernod Ricard takes lead on binge drinking

Published:  10 July, 2009

Drinks group Pernod Ricard UK has launched the latest phase of a campaign to tackle binge drinking among 18 to 24 year-olds.

The company - which holds major brands including Absolut vodka - is set to launch a media advertising and on-line drive to promote sensible drinking under the banner 'Accept Responsibility'.

The campaign goes live today and will run online until the beginning of September.
Advertising placements will target popular social networking sites including MSN, Facebook and Yahoo!

Pernod Ricard is also using the new digital music service 'Spotify' to run audio and banner binge drinking ads.

"Spotify is accessed by users when they are in a 'party' mood, therefore the ads reach them with the accept responsibility message before and during alcohol consumption," says Jean-Manuel Spriet, chief executive of Pernod Ricard UK.

The total online ad campaign will deliver around 25 million impressions and will have a click through option to the campaign's website

Binge drinking ads will also appear in the Sun, Daily Star, Metro, London Lite, London Paper and Daily Record.

It is hoped the campaign will reach 2.4 million 18-24 year olds -  43% of all young adults.

Spriet adds: "It is clear that the industry and government have critical roles in promoting responsible drinking but we believe it is also important for consumers to take responsibility for how they drink. That is why we have launched this stage of the campaign and utilised new marketing tools - to help drive the personal responsibility message to the younger adult consumer."
Further details on Pernod Ricard's responsible drinking campaigns are captured in the group's brochure 'Alcohol in Control': http://www.pernod