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Be responsible. Drink more

When the Responsible Party Prevention Program created by Pernod Ricard calls on young people to show responsibility by drinking more during parties…water is what they’re talking about. With its signature “Drink More”, this prevention campaign encourages the youth to drink responsibly when they party.

A large international digital and print campaign by Buzzman, launched from July 29 in the United Kingdom, Germany, Belgium, Mexico and Latin America. The campaign will launch in additional countries over the coming weeks.

After long months spent in lockdown, this summer it’s finally time to reunite and party. A time during which the label Responsible Party wants to prevent the overconsumption of alcohol amongst young adults, by telling them to drink more… water. A clear and realistic message, that runs counter to what we are accustomed to seeing in preventive campaigns.

“Drink More Water” – that’s the simple message from the Responsible Party project. Drink water to hydrate your brain, to remain in control and to avoid hangovers.

By highlighting ultra-authentic real-life moments with heady music playing, this campaign reminds us of how too much alcohol can lead us to situations where we don’t exactly cover ourselves in glory.

We’ve all seen that one guy blacked out in a corner at a party with drawings all over his face, the guy who ends up in fights with road signs on the street, or the guy who falls asleep at the bar…
Don’t want to be that guy? Drink more… water.

An online video, social media and print campaign, was launched on July 29th in the United-Kingdom, Germany, Belgium, Mexico, Latin America, which will be followed by other countries.

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