The company, which owns brands including Jacob's Creek, Jameson and Malibu, is planning a 12-month drive, which will run in three stages. The first phase, which focuses on binge drinking and is entitled 'Accept Responsibility', rolls out this week.
The ads confront consumers with common excuses such as 'I need a few drinks to loosen up' and encourage them to reflect on their personal drinking choices. Subsequent phases will focus on other areas of irresponsible consumption.
Press and online ads will direct consumers to the Pernod Ricard responsible drinking website. The online campaign is expected to deliver about 17m page impressions.
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