The Portman Group plans to ramp up its campaign promoting responsible drinking with a new theme and refreshed ads.
The campaigner has signed up M& C Saatchi to increase the ad’s “capacity” beyond the current ‘If you do do drink, don’t do drunk’ slogan and to develop a fully integrated approach aimed at 18 to 30-year-olds.
Jean Coussins, chief executive of The Portman Group, said: “The partnership with M& C Saatchi will bring new creative ideas and massively increase the reach of our campaign, giving it an appeal to young adults up to the age of 30.”
Results of the overhaul will first appear in a three-month burst of ads in the new year.