The drinks company has already run a responsible drinking campaign in Ireland. According to Andy Fennell, Diageo's marketing and innovation director, Europe & GB, it is now deciding whether to run similar activity in the UK or to rely on an existing collaborative campaign from the Portman Group and the government.
The Irish activity featured an ad entitled 'Many me', which portrayed a young man remembering various situations in which he had been drinking to excess, and realising the consequences of his actions and the nuisance caused. It used the strapline 'Don't see a great night wasted. Drink Sensibly. Diageo.'
Fennell confirmed the company was committed to increasing its investment in tackling binge-drinking and that its brands would use all their marketing and agency skills to work on the issue.
As part of Diageo's efforts to take a more proactive role in encouraging responsible drinking, Pamela Bower-Nye, global marketing director for Smirnoff, has been handed the new role of marketing director, attitude to alcohol, Europe.
Portman Group faces stern test, page 13.
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