Respect Thy Drink.

OBJECTIVE: Diageo, the British holding company which manages about 50 alcohol brands, is looking for a campaign that promotes responsible drinking while also promoting Diageo’s brands.

PROBLEM: “Drink Responsibly” doesn’t resonate with drinkers at the time of consumption. In fact, most drinkers feel awkward even talking about drinking responsibly in a bar.

Even for those that the messsage does resonate with, there is a misperception of what it really means to drink responsibly. Most believe that as long as they get home safely they are drinking responsibly.

WHY PEOPLE THINK THIS: They have been educated, but they aren’t reminded about drinking responsibly at the right moments. Further more, brands call out irresponsible actions, but they never call out their own. You would never hear High Life say, “Hey, if you drink our product too much, you’re doing the irresponsible thing”.

OPPORTUNITY:Most brands can’t afford to call themselves out in their campaigns, but Diageo can. Diageo’s alcohol was made for savoring, not for chugging. People respect the quality and taste of their liquor, it’s definitely not something to waste.

STRATEGY:Drink Respectfully.

By messaging at the time of consumption, portray the Diageo drinker as the drinker others aspire to be.