Pernod Ricard’s “Drink More Water” campaign sets new benchmark
By Ralph Tathagata
As part of its commitment to encourage positive change in Nigeria’s drinking culture, Pernod Ricard is set to launch the phase 2 of its “Drink More Water” campaign. The initiative is designed to promote and encourage responsible social life among young Nigerians who actively engage in the culture of partying. It encourages them to include water as essential component of their intake at all times.
According to the company, the “Drink More Water” campaign promotes responsible drinking habits and prioritizes hydration, especially during festive occasions.
It would be recalled that the campaign debuted last year while harping on the importance of staying hydrated even as people enjoy social gatherings, especially among youths. The initiative also deployed digital media to create awareness on the dangers of irresponsible drinking, and employed influencers such as Aproko Doctor, Emmanuel Umoh, Jeff Banks, and other online influencers to strategically deliver the message.
In Lagos, a mix of digital screens, video and banner ads were deployed across the country and the message resonated with over 53 million people nationwide, according to the company.
Pernod Ricard said the second phase of the campaign will commence any time soon by promoting activations nationwide and providing key visuals that would reenact party moments. It also promised to place water at the center stage of the party moments.
“The objective of the Phase 2 is to deepen the message of moderation and responsible decision-making without dampening the young adult’s vibrant spirit. The party does last longer when you drink more water,” the company noted.
The first phase of the campaign laid a solid foundation by presenting water as a simple yet powerful way to enhance social experiences while advocating for moderation.
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