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Pernod Ricard is thrilled to unveil the second phase of our impactful initiative aimed at positively influencing young consumers to drink responsibly through its “Drink More Water” campaign, launching on the 14th of March, 2024.
In response to the growing concern about excessive drinking among young adults, Pernod Ricard has launched the “Drink More Water” campaign to promote responsible drinking habits and prioritize hydration, especially during festive occasions. This campaign highlights Pernod Ricard’s commitment to fostering a culture of moderation and well-being among the youth.
Reflecting on the campaign’s journey thus far, last year’s launch marked a significant milestone, raising awareness among Nigerian youth about the importance of staying hydrated while enjoying social gatherings. The campaign heavily utilized digital media to re-educate the youth on the dangers of irresponsible drinking, employing visuals and influencers such as Aproko Doctor, Emmanuel Umoh, Jeff Banks, and other online influencers to deliver this message.
Now, as the campaign enters its next phase, the objective is to deepen the message of moderation and responsible decision-making without dampening the young adult’s vibrant spirit.
Phase 1 of the campaign laid a solid foundation by presenting water as a simple yet powerful way to enhance social experiences while advocating for moderation. The campaign successfully brought the “Drink More Water” message to over 53 million youth nationwide, engaging and influencing them to make better drinking decisions, featuring water as a key component of the party. Building on this momentum, Phase 2 aims to solidify water’s role in curbing excessive drinking without dampening the vibrant spirit of the young adults.
During Phase 1, Pernod Ricard strategically leveraged its extensive network to reach key locations across Nigeria. Through a dynamic mix of digital screens deployed in Lagos, with video and banner ads deployed across the country, the “Drink More Water” message resonated with over 53 million people nationwide.
As Pernod Ricard toasts to Phase 2, the commitment remains steadfast in promoting responsible choices and shaping a culture where moderation is the norm. Phase 2 will set sail by promoting activations nationwide and providing key visuals that would reenact party moments by placing water at the center stage of the party moments; the party does last longer when you drink more water!
The essence of the “Drink More Water” campaign lies in our unwavering commitment to instigating positive change in Nigeria’s drinking culture, targeting the young adult’s culture of partying to include water as a key component. It transcends mere promotion; it embodies responsibility and conviviality, setting new benchmarks, and advocating for constructive transformation.
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