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.


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Marketing Week

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