Drink Positive, Diageo’s global responsible drinking campaign, is returning this year to promote moderate drinking and tackle misuse.
This year’s campaign will share stories of people in the company who promote moderation and tackle misuse, and news on alcohol in society, including Diageo’s new targets and the progress of current programmes such as DRINKiQ, #JoinThePact, and others.
The group will also be celebrating the work by some if its core brands to promote moderation, including recent adverts by Haig Club, Captain Morgan, and Crown Royal.
“Drink Positive is a fantastic opportunity for all Diageo employees to be advocates for positive drinking, whether with friends and family or the people we meet through our jobs. We are proud of our industry-leading work to promote moderate drinking and tackle harmful behaviours.” said Dan Mobley, director of corporate relations.
Last year Diageo launched the campaign by bringing in the views of influencers, as well as the company’s chief executive, to advertise responsible drinking ‘every day and everywhere’.
‘Drink Positive means drinking better, not more. It means being proud of how our products are made, marketed, and most of all, the enjoyment they bring. At work, in our day to day roles, whatever function or market we are in, we all have a part to play in promoting moderation and tackling misuse,’ the company said in a statement.
The campaign launched earlier this week in all Diageo locations and across its internal and external channels.
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.