LAGOS, NAIJA (VOICE OF NAIJA)-Miffed by what it described as unprecedented rise in underaged drinking now commonplace in the society, Pernod Ricard has unveiled its ‘Drink More Water’ campaign as part of its advocacy drive towards responsible drinking.
Speaking with select journalists in Lagos on Friday, ahead of the second phase of the campaign scheduled for 14th of March, 2024, Sola Oke, the Managing Director of Pernod Ricard said the idea is part of the organisation’s impactful initiative aimed at positively influencing young consumers to drink responsibly.
According to him, it is in response to the growing concern about excessive drinking among young adults that spurred the company to embark on the campaign to promote responsible drinking habits and prioritise hydration, especially during festive occasions.
“This campaign highlights Pernod Ricard’s commitment to fostering a culture of moderation and well-being among the youth,” he said, adding that reflecting on the campaign’s journey thus far, last year’s launch marked a significant milestone, raising awareness among Nigerian youths about the importance of staying hydrated while enjoying social gatherings.
He recalled that last year the campaign, heavily utilised digital media to re-educate the youths on the dangers of irresponsible drinking, employing visuals and influencers such as Aproko Doctor, Emmanuel Umoh, Jeff Banks, and other online influencers to deliver this message.
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He noted that as the campaign enters its next phase, the objective is to deepen the message of moderation and responsible decision-making without dampening the young adult’s vibrant spirit.
During Phase 1, Pernod Ricard strategically leveraged its extensive network to reach key locations across Nigeria, adding that through a dynamic mix of digital screens deployed in Lagos, with video and banner ads deployed across the country, the “Drink More Water” message resonated with over 53 million people nationwide.
“Phase 1 of the campaign laid a solid foundation by presenting water as a simple yet powerful way to enhance social experiences while advocating for moderation.
“The campaign successfully brought the “Drink More Water” message to over 53 million youth nationwide, engaging and influencing them to make better drinking decisions, featuring water as a key component of the party,” he recalled.
Expatiating, Oke stressed that”Building on this momentum, Phase 2 aims to solidify water’s role in curbing excessive drinking without dampening the vibrant spirit of the young adults.
“As Pernod Ricard toasts to Phase 2, the commitment remains steadfast in promoting responsible choices and shaping a culture where moderation is the norm.
“Phase 2 will set sail by promoting activations nationwide and providing key visuals that would reenact party moments by placing water at the center stage of the party moments; the party does last longer when you drink more water!”
The essence of the “Drink More Water” campaign, Oke emphasised, “Lies in our unwavering commitment to instigating positive change in Nigeria’s drinking culture, targeting the young adult’s culture of partying to include water as a key component.
“It transcends mere promotion; it embodies responsibility and conviviality, setting new benchmarks, and advocating for constructive transformation.”