Magic of Moderate Drinking
Bringing the Magic of Moderate Drinking to a Global Consumer Audience
Positive Drinking Global film
Positive Drinking Global
Diageo is a global leader in beverage alcohol with an iconic collection of brands across spirits and beer, such as Johnnie Walker, Guinness and Tanqueray. The business is committed to changing the way the world drinks for the better, which means pursuing ambitious goals to promote moderation and address the harmful use of alcohol.
One of those goals is reaching one billion people with moderation messaging by 2030. Marmalade was tasked with bringing a fresh approach to their positive drinking consumer campaign. Where previous campaigns have focused on giving people the tips and advice they need, they sometimes showed the negative effects of not moderating, this year however Diageo wanted to help normalise moderate drinking and make it aspirational. We took a new and more premium approach.
The goal was to drive behaviour change by educating people on the ways to moderate, but in a relatable way, making it easy for consumers, whilst not having to miss out on the fun of a social occasion. We also wanted to avoid the 'preachy' tone that responsible drinking campaigns can often take, seeking instead to empower consumers to make better choices around how and what they drink.
The global campaign launched ahead of the festive period, and provided a drumbeat of activity throughout the year. Through OOH and digital assets, markets across the world tapped into moments for moderation, whether that be during local occasions such Thanksgiving, Christmas, New Years Eve, Chinese New Year, or key sporting events such as the Guinness Six Nations.
Objectives and key messaging
Drive awareness of the benefits of moderate drinking and ways to moderate.
Increase corporate stakeholder awareness of and engagement with Diageo’s global and local positive drinking strategy.
Spark employee pride to work for a company shaping the world’s conversation, attitude and behaviours around alcohol for the better.
Inspire people to engage and advocate for moderate drinking in their social circles.
We needed to change outdated societal assumptions that can come with choosing to moderate.
Campaign overview - deliverables
The aim of the campaign was to normalise moderate drinking, so in our toolkit we created assets and leadership advice which helped to activate this campaign. Alongside the hero ad, we created assets for digital, social, outdoor paid media displays and in-person activation.
The toolkit included assets delivered such as:
- 50 second hero film, 30 second and 15 second cut downs.
- Designs for merchandise – including hats, t-shirts, tote bags, jiggers.
- Pull up banners to be used for offices and events.
- Presentations, Zoom backgrounds and posters.
- Viva Engage cards.
Engaging Leadership guidance:
- Encouraging leaders at Diageo to engage with the campaign and expand conversation.
- Guidance for leaders on how to encourage their teams to get involved.
- Questions that leaders can use as a guide to start discussions about the campaign and share their opinions.
Out of house local markets
Out of house merchandise
Campaign Results
Qualitative – driving behaviour change and shifting perceptions…
Consumer testing indicated intentions of behaviour change
The campaign was in the top quadrant for ‘potential to drive attitudinal change’ making it one of the strongest global performers versus previous and competitor responsible drinking campaigns
It was also “easy to understand the moderation strategies” and “the cast and setting reinforce the aspirational nature of moderation”
Positive social media reactions indicated a shift in perceptions
“This video was so well done and enjoyable to watch. It shows that responsible drinking still allows for all the fun of any event especially this time of year. Great job, Diageo.” (Instagram)
“Love the fresh perspective in your campaign! Turning the drink culture on its head, highlighting that enjoying a moment doesn’t have to mean getting drunk. A refreshing approach!” (Instagram)
External Channel Performance:
- 147k organic media impressions
- 26m paid media impressions
- 2.1m out-of-home impressions
- 100k Daily Mail article views
OOH Displays:
- 10.3m plays
- 2.1m impressions
Diageo.com
- 21.1k impressions
Social Media Results
Instagram:
- 30k impressions
- 705 engagements
- 45 shares
YouTube:
- 31k video views
- 73% average view duration
Linkedin:
- 96k impressions
- 3.2% engagement rate
- 1,516 click throughs
- 167 reposts
Paid Media Results
Meta:
- 24m impressions
- 63k clicks
- 0.18% CTR
Mail Online:
- 100k article views
- 2.18 dwell time*
- 32 shares
Bliss rich media:
- 2.3m impressions
- 3k clicks
- 0.17% CTR
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