Pernod Ricard launches new digital campaign promoting water consumption

Pernod Ricard has initiated a new digital campaign titled "Drink More Water," aimed at encouraging young adults to increase their water intake when consuming alcohol. The second phase of this responsible drinking initiative, launched on March 18, focuses on raising awareness about the risks of binge drinking and promoting safer consumption habits.

The campaign employs visually impactful and bold creative approaches, specifically targeting Generation Z. It seeks to highlight the importance of hydrating with water to offset the negative consequences of excessive alcohol consumption and to prevent impulsive decisions. Pernod Ricard's objective is to reach one billion young adults digitally with this campaign by the end of 2025.

This initiative builds upon Pernod Ricard's long-standing "Responsible Party" program, established in 2009. The initial "Drink More Water" campaign achieved significant reach, garnering over 400 million views on social media and raising awareness among 9 million individuals at events across 60 countries. The current iteration, developed in collaboration with the agency Buzzman and director Thomas Mailaender, aims to build on this success.

Pernod Ricard is committed to promoting responsible consumption as part of its global corporate social responsibility strategy. The campaign is accessible online via drinkmore-water.com, reflecting the company's dedication to fostering positive social experiences while minimizing the harmful impacts associated with its products.