Diageo launches new responsible drinking campaign

Diageo has today launched a new responsible drinking global campaign, ‘Know When to Stop’, designed to make people stop and think about overindulgence during the festive period.

Launched across Diageo’s social channels, the campaign is part of the company’s commitment to reaching one billion people with dedicated responsible drinking messaging by 2030 and to educate people on the risks of the harmful use of alcohol as part of the company’s 10-year action plan, Society 2030: Spirit of Progress.

Through a series of digital animations, the campaign shows what happens when common holiday pleasures like eating sweet treats, binge watching TV and films and over-decorating your home can become one too many.

“We know the holidays are an important time of year for people to be getting together and celebrating. This campaign is a fun, festive reminder that there’s a happy limit to everything and the holidays are best enjoyed in moderation, be that drinking, eating, or binge-watching,” Kate Gibson, global director of Diageo in Society, said.

A survey commissioned by Diageo as part of the campaign has revealed that nearly a fifth (17%) didn’t get to celebrate the winter holidays the way they wanted to in 2020 and plan on making up for it this year.

Among those who plan to do at least one thing in excess, close to half (48%) admit they will eat more sweets and baked goods this year than in the past, while over a third will be binge-watching TV and movies (38%) and shopping (33%).

In fact, more than one-third (35%) of people readily confessed to generally eating and drinking more during the holidays than any other time of the year.

Close to half (45%) of this group will spend more time with loved ones this winter holiday than they have in the past and a quarter (25%) plan to do more to decorate in excess, such as hanging indoor and outdoor decorations and setting up multiple trees.

The global campaign has been designed to signpost adults to DRINKiQ - a global resource to help people make responsible choices about drinking, or not drinking. Available in 16 languages and 35 country sites, DRINKiQ is a dedicated responsible drinking website that provides training, information and practical advice on alcohol and its impact on the body, along with a range of resources to encourage moderate consumption.