Diageo and Tesco in drinks initiative

Drinks giant Diageo and Tesco are targeting shoppers with a responsible drinking message, in what is understood to be the first such initiative between a supermarket and a drinks producer.

The campaign will include “reminders” around Tesco stores on how to consume alcohol responsibly. The messages will include: “Alternate drinks with water to stay refreshed”, “Think about how you are going to get home before you leave home” and “Eating before or while drinking slows down alcohol absorption”.

David Smith, sales director at Diageo GB, says: “We believe that our ground-breaking initiative with Tesco is an important step in working with other members of the drinks industry in helping tackle the excessive consumption of alcohol.”

The new programme will undergo regular review to ensure it remains effective, and that customers are continually encouraged to think responsibly when enjoying alcohol.

Last year Diageo launched a high-profile television campaign promoting sensible drinking, created by Abbott Mead Vickers.BBDO, which ran nationally in May this year. New research from the company claims that responsible-drinking TV advertising “works”, with two in three people likely to consider drinking sensibly having seen the campaign.

Philip Almond, marketing director at Diageo GB, says: “The consumer response to our first national responsible-drinking campaign is encouraging, showing that the advertisements do have an impact on people’s attitudes. We will continue to work with all our partners so consumers can make informed choices and drink responsibly.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here