WKD brand owner SHS Drinks has launched an interactive online push designed to drive awareness of responsible drinking.

The new push - which features no branding related to SHS or its products - builds on the company’s ‘Look After Your Mates’ theme introduced in 2009 and is designed to help 18 to 25-year-olds recognise the implications of the actions they take when drinking with friends.

An interactive online video - available at www.nextsaturdaynight.com and through YouTube - gives the viewer a series of options and dilemmas, with the story unfolding according to the choices made. For example, prompts allow the viewer to choose between and Dirty Pint For Mate or Bottle Of Water For Mate, while outcomes range from a great night out for all, through to the inconvenience of lost keys or a friend ending up in A&E.

Viewers can also personalise the video through Facebook Connect and select friends from their own Facebook pages to feature in sections of the film.

SHS, which hoped the video would be shared among consumers via Facebook, said it opted to carry no brand or corporate logos or imagery in the campaign as consumers found branded responsibility advertising contradictory.

“The best way to get the responsible drinking message across is to engage consumers in their own language and through relevant media,” said SHS Drinks joint MD Karen Salters. “We want to show how you can have a great night out if you make the right choices.”