Pernod Ricard responsible drinking ad

Pernod Ricard UK has joined forces with the Automobile Association to launch a targeted festive anti drink-driving campaign, which kicks off today (14 December).

The premium drinks specialist is reinforcing its commitment to the anti drink-driving message by linking with the AA for a 10th annual campaign.

The digital adv campaign, which will be fronted by Jameson Irish Whiskey, is aimed especially at influencing the behaviour of 18 to 34-year-old men as this group makes up 74% of all drink-driving casualties, according to Pernod. The campaign’s message will be altered depending on gender, age and location, with targeted digital ads running throughout the festive season.

The campaign will aim to encourage drinkers to stay safe with a series of bespoke messages, including ‘The key to a great night? No car key’ and ‘Enjoy your evening - and your tomorrow’, while digital creatives will also urge the target audience to enjoy Jameson responsibly, and to visit the AA and for more information.

“More than 38 million people visited pubs, bars, clubs and restaurants last Christmas, and even more will once again be raising a glass with friends and family in homes across the country this Christmas, so we hope our latest campaign will encourage people to stay safe this Christmas and to never drink and drive,” said Pernod Ricard UK MD Denis O’Flynn.

The campaign comes as new research by the AA found one fifth of respondents (19%) said they expected to drive to social events more than usual at this time of year due to disruption to rail services and overcrowding on public transport. However, there is also more likelihood of being caught, as over half of its members surveyed would call the police if they saw a stranger getting behind the wheel when clearly over the drink-drive limit, although they would be unlikely to call the police if this situation arose with a friend or relative (3% and 2% respectively). Instead, a majority of people (78%) would take away a family member or friend’s keys and call a cab if they were meant to be getting a lift home from a Christmas party and the driver had drunk too much.

AA president Edmund King added: “The number of drink-driving incidents has significantly reduced through the years. We are seeing a societal shift around drink-driving, with many people choosing a designated driver or organising taxis and other forms of transport for the end of the night. The message from the AA and Pernod Ricard UK remains unambiguous: if people are going to drive, then they should not drink, and if they are going to drink, don’t drive.”