Pernod Ricard launches its ‘Drink More Water’ campaign in the Philippines as part of its commitment to promoting responsible drinking across Asia
Pernod Ricard is expanding its digital campaign ‘Drink More Water’ across Asia. They launched locally in the Philippines to raise awareness on the importance of drinking water and pacing oneself when consuming alcohol.
‘Drink More Water’ was launched in 2021 in Europe, Africa, and Latin America. Since then, they successfully reached more than 110 million people in 3 continents. On June 5, 2023, the campaign will be expanded in 14 markets in Asia. It will have a new set of assets adapted for the region. The goal is to reach more than 87 million people across Asia.
“Drink More Water” Campaign
Last February 2023, Pernod Ricard’s team in the Philippines partnered with Edukasyon.ph. It is to bring this campaign closer to its most valued demographics. These are students and soon-to-be young professionals who are emerging into the legal drinking age. With the support of Edukasyon.ph, the benefits of “Drink More Water” were amplified. It has games and booth activities during the 5-day run of UP FAIR. The fair is the popular music festival held at the University of the Philippines-Diliman.
Pernod Ricard strongly believes that there can be no convivial moments with excess. Throughout the years, the company has been active in playing a role in the prevention and reduction of harmful use of alcohol. It was realized through collaborative efforts with industry members, civil society, governments, and local authorities, as well as global institutions and consumers at large. The ‘Drink More Water’ campaign forms part of this long-standing commitment. It tackles one area of harmful drinking – binge drinking and promoting responsible drinking with those who choose to drink.
Keep your Body Hydrated
Drinking water when consuming alcohol helps to keep the body hydrated and helps protect the brain. This is why it is strongly recommended to pace oneself with a glass of water. By depicting consumers cheering with water during 3 of the most typical social occasions in Asia – gathering at a casual bar, enjoying a business dinner and partying at a night club – Drink More Water emphasizes the importance to make the right choices for a safe and pleasant night to remember.
The campaign will be amplified through digital means, targeting an audience above Legal Drinking Age up to 35 (or 55) years old, and will be accompanied by on-the-ground activations through a partnership approach.
Fadil Tasgin, Managing Director of Pernod Ricard Philippines said: “‘Drink More Water’ is a concrete example that demonstrates our lasting commitment as Pernod Ricard to ensuring that our brands are enjoyed responsibly. Building on the campaign’s success to-date, we believe this marks the right time to launch this important campaign in Asia. Our mission of creating Conviviality requires us to help adult consumers make responsible choices about whether, when, how and how much to drink.”
To learn more about the Drink More Water campaign, please visit drinkmorewater.asia and search #drinkmorewater on Facebook and Instagram.
