Pernod Ricard Korea, the Korean affiliate of the wine and spirits company Pernod Ricard, has successfully completed “Drink More Water” employee challenge by releasing the challenge video on the official LinkedIn channel of Pernod Ricard.
The employee challenge, as part of the responsible drinking campaign “Drink More Water,” which is designed to shape a healthy drinking culture, was started from late December 2023 targeting the year-end and New Year season, when alcohol consumption tends to increase. At the end of Jan, the company has released the first teaser video featuring of the management participation on the official LinkedIn channel of Pernod Ricard.
As campaign ambassadors, the challenge encouraged employees to film videos of themselves introducing their favorite products of the company and expressing their commitment to drink responsibly by consuming sufficient water, while drinking. The videos were released in a relay and about 70 employees participated in the challenge, adequately fulfilling their ambassador role.
All challenge videos had captions for the hearing-impaired under Pernod Ricard’s Diversity & Inclusion value to encourage more people to join the culture of responsible drinking.
Apart from this event, Pernod Ricard Korea is conducting “Drink More Water” campaign on a variety of online and offline channels. Social media platforms are used to reach a broader adult audience of legal drinking age digitally in line with the Lunar New Year holiday. A Jameson pop-up store at Phoenix Park in Pyeongchang and a Ballantine’s pop-up store at Lotte World Mall in Jamsil feature “Drink More Water” zone to communicate to adult visitors of legal drinking age the importance of water consumption while drinking.
“Pernod Ricard Korea makes it compulsory for all employees to be educated about responsible drinking. This employee challenge is significant in that employees turned themselves into campaign ambassadors, communicating the importance of responsible drinking for themselves as well as for their friends & family. Pernod Ricard Korea will continue to strive to establish a responsible drinking culture,” said Pernod Ricard Korea CEO Frantz Hotton.
Meanwhile, Pernod Ricard Korea launched a “Drink Wise” campaign in 2020, followed by an “Eat, Pause, Hydrate” campaign in 2021 to raise awareness of easy-to-follow healthy drinking guidelines in daily life as well as the digital campaign “#Make Memories, Not Hangovers” in 2022 to communicate the risk of binge drinking and responsible drinking guidelines.