‘#Make Memories, Not Hangovers’
Pernod Ricard Korea, the Korean unit of the Paris-based global wine and spirits company Pernod Ricard, announced on March 16 that it has successfully carried out a digital campaign for responsible drinking, with the ‘#Make Memories, Not Hangovers’ video reaching nearly 1 million people.
The Korean campaign, which covered key cities in Korea, was designed to raise awareness on the harmful effects of binge-drinking and promote a culture of responsible drinking. It was simultaneously executed in five Asian countries -- South Korea, Japan, Hong Kong, Taiwan and the Philippines. The campaign was made readily available to Millennials and Gen Z aged 19 and above through digital channels such as Instagram and Facebook.
The digital campaign was composed of video and quizzes designed to help people understand binge-drinking and related risks, explain practical ways to engage in responsible drinking, and test people’s knowledge on the information provided to help deliver an effective campaign message.
The ‘#Make Memories, Not Hangovers’ Asia campaign proved a great success by reaching about 6.3 million consumers, 61 percent of the target population in the five countries and achieving about 1 million views in Korea. Further, the campaign was successful in educating young adults on the dangers of binge-drinking and how to drink responsibly, with those exposed to the campaign messages demonstrating a knowledge lift when tested.
Alex Ryoo, HR & Corporate Affairs Director of Pernod Ricard Korea said, “Since it takes time for newly acquired knowledge to be put into practice, we plan to continue consumer campaigns that share accurate information on alcohol and ways to practice responsible drinking.”
Frantz Hotton, CEO of Pernod Ricard Korea, noted, “Pernod Ricard Group is striving to promote a responsible drinking culture by encouraging consumers to share safe and convivial moments with their loved ones by consuming our products responsibly. Pernod Ricard Korea will continue to conduct a variety of digital campaigns to help create a solid culture of responsible drinking in Korea.”
Pernod Ricard Group has been implementing a wide range of activities to promote responsible drinking around the world as part of its commitment to sustainability and responsibility. Starting with the campaign “Eat, Pause, and Hydrate” in 2021, guidelines for responsible drinking that anyone can easily practice, this time round the company raised young consumers’ awareness on the risks of binge-drinking through its digital campaign #Make Memories, Not Hangovers.