Diageo responsible campaign targets students

Diageo GB is launching a new campaign with a responsible drinking theme to educate students and to drive them towards the Drink Aware website.

The campaign uses pub game imagery and is named “Are you on top of your game?”, the underlying message is whether alcohol is stopping students performing at their best in their studies.

To target and educate students, the campaign will run across posters, beer mats, runners, postcards and branded pool balls with the names of beer, wine and spirits together with the number of units that they contain.

Diageo commissioned ICM to conduct an online interview with 1002 students across the country. The poll shows that more than one in five (22%) admit to drinking more when feeling under pressure. The campaign is launching at the time of students’ exams.

Latest from Marketing Week


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


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.


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.


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