Diageo has appointed roster agency Abbott Mead Vickers.BBDO to handle its multi-million pound responsible drinking advertising account. The agency was appointed following a six-way pitch against other roster agencies J Walter Thompson, Bartle Bogle Hegarty (BBH), Saatchi & Saatchi, Mother and Miles Calcraft Briginshaw Duffy.
AMV handles advertising for the Guinness brand, which includes Guinness Draught and Extra Cold.
Diageo is moving to promote responsible drinking in order to pre-empt government proposals to crack down on alcohol advertising in forthcoming public education campaigns combating binge and underage drinking. The campaigns will mark the first time that the Government has attempted to counter binge drinking through advertising (MW June 5).
The Government is expected to put particular pressure on the advertising of “ready-to-drink” products, such as Bacardi-Martini’s Breezer and Diageo’s Smirnoff Ice brands, which appeal to the younger market.
Earlier this year, Diageo was forced to ditch its ready-to-drink gin-based product, Gordon’s Edge, because of disappointing sales.
The company recently appointed Grey Worldwide London to promote Captain Morgan’s Original Spiced (MW May 29). Grey fought off competition from roster agencies Mother and BBH to win the business.