Global Wine and Spirits Group Launches its “Drink More Water” Campaign
Pernod Ricard brings its “Drink More Water” campaign to the Philippines to raise more awareness on the importance of drinking water together with alcoholic drinks.
People should drink at least six to eight glasses of water a day, but some studies show that around 80% of people don’t drink enough water. There are a lot of activities that can make you thirsty or dehydrated. And one of them is drinking alcohol.
Pernod Ricard, a successful global wine and spirits group that advocates responsible drinking, launched a “Drink More Water” campaign. This way, people who drink can learn how to pace themselves while drinking. As the campaign makes its way to the Philippines, here are a few things you should know:
Inspiring People to Stay Hydrated
The “Drink More Water” was first launched in 2021 in Europe, Africa, and Latin America and has reached more than 110 million people on 3 continents. Its success inspired the Pernod Ricard team to expand its reach to 14 markets in Asia, with the objective of reaching more than 87 million more people.
Last February 2023, Pernod Ricard’s team partnered with Edukasyon.PH so it can teach its target demographics—students of legal drinking age. With the help of the foundation, they were able to set up a booth at the 5-day run of UP Fair, a music festival held at the University of the Philippines Diliman. There, they hosted games and booth activities that showed the benefits of drinking water.
The company also aims to have more on-the-ground activations as well as some digital campaigns.
“Drink More Water is a concrete example that demonstrates our lasting commitment as Pernod Ricard to ensuring that our brands are enjoyed responsibly,” says Pernod Ricard Philippines managing director Fadil Tasgin.
“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,” he adds.
Why It’s Important to Stay Hydrated
Though the company manufactures alcoholic drinks, they are active in promoting responsible drinking to reduce the harmful effects of alcohol consumption, especially during binge drinking. With that, they always make it to the point that those who drink should at least pace themselves with one glass of water.
For the campaign, the company depicts a group of people cheering with water on three common Asian occasions—casual gatherings at a bar, business dinners, and at nightclub parties. This way, Pernod Ricard makes people realize that it’s better if people can make their nights safer since drinking water lessens the impact of alcohol on the brain.
Since drinking alcohol is common for business gatherings and other occasional gatherings, it is important that people learn how to drink responsibly. As this campaign sheds light on the importance of drinking water and how important it is on nights of drinking, people can be more cautious about how they act. Especially for formal events, it becomes more important that people don’t get too carried away with alcohol so as not to blackout or do something regrettable for their respective careers.