The ‘Don’t Drink and Dive’ campaign delivers a seemingly light-hearted take on responsible drinking but lands a serious message. Fronted by five-times Olympic medallist and world championship diver Tom Daley who is back from his last Olympics at Paris 2024, Malibu is launching the campaign in partnership with the UK’s leading water safety education and awareness charity, the Royal Life Saving Society UK (RLSS UK), which reports that a quarter of drowning incidents are alcohol-related.
The hero film features Tom Daley wearing custom-knitted swim briefs and includes lyrics from the Piña Colada song, "If you like the feel of the ocean, and the taste of champagne", to highlight the dangers of drinking and swimming. The multi-channel campaign will be activated via eye-catching, floating out-of-home displays that will ‘pop up’ across water hot spots across the UK, while social and paid digital content will go live in support of content hosted on both Daley and Malibu’s owned platforms. Vibrant video and photography assets, featuring Daley, captured in Mallorca, wearing ‘Don’t Drink and Dive’ knitted trunks and other apparel, will be sure to drive the message home in an engaging way using a touch of humour to sensitively land the serious point that sits at the core of the campaign.
“The Don’t Drink and Dive campaign is focused on a very serious issue and signals Malibu’s commitment to building a long-term responsible drinking, behaviour-change platform,” said Liam Murphy, UK Brand Director for Malibu .This execution is about raising awareness of the real risks surrounding alcohol consumption near water; particularly important as summer hits and those good times are often enjoyed by the sea, the pool, and lakes. We have been blown away by the initial reaction to this campaign and we can tangibly see how well Tom has resonated with Malibu’s target audience with merchandise already sold out, less than 24-hours since launch, across Tom’s knitwear site.”
Campaign ambassador Tom Daley kicked off the PR element of the campaign in Brighton by posing in his exclusive Don’t Drink and Dive knitwear in front of a huge 2.4m high “1 in 4” statistic.
The knitted apparel emblazoned with the ‘Don’t Drink and Dive’ message, worn by Daley for the campaign, was also exclusively available to buy, as a limited-edition capsule collection from his own Made With Love brand, with all proceeds from every purchase being donated to RLSS UK. Designed in collaboration with Daley himself for the campaign with Malibu and RLSS UK, the collection ranges from cheeky knitted swim briefs to stylish sunglasses, a hip bucket hat and brilliantly impractical sliders.
Funds raised will be used to provide expert lifesaving education on water safety and drowning prevention in the UK and Ireland. In support of the campaign, Malibu has also pledged financial support and resources to RLSS UK, to assist them in raising better awareness around water safety.
