Diageo Launches New Responsible Drinking Campaign “Know When to Stop” for the Holiday Season
November 18 2021 - 6:00AM
Business Wire
Diageo, maker of Guinness, Johnnie Walker and Baileys 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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20211118005738/en/
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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. Launched across Diageo’s social channels,
“Know When to Stop” 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. To see the series of animations, visit Diageo’s
social media channels here.
“As we approach Thanksgiving and the holiday season, Diageo is
committed to promoting positive drinking and educating consumers
about the importance of moderation, especially during this period
when overindulgence typically occurs,” said Stephanie Childs,
Executive Vice President, Corporate Relations, Diageo North
America. “The holidays can be a time of mixed emotions for many
so 'Know When to Stop' is a way for us all to remember the
importance of staying safe and mindful in our actions.”
Commissioned by Diageo, the campaign includes a survey of legal
drinking-age adults in the U.S. to gauge people's feelings and
attitudes toward holiday indulgences and experiences. Nearly half
(45%) of people readily confessed to generally eating and
drinking more during the holidays than any other time of the year
and close to one in four (22%) report they didn’t get to
celebrate the winter holidays the way they wanted to in 2020 and
plan on making up for it this year.
Other top findings from respondents include:
- 81% of Americans plan to do at least one thing in excess
this year than they typically do.
- Among those who plan to do at least one thing in excess,
more than half (55%) admit they will eat more sweets and
baked goods this year than in the past, while more than 2 in
5 will be binge-watching TV and movies (43%) and
shopping (42%).
- Close to 3 in 5 (57%) of this group will spend
more time with loved ones this winter holiday than they have in the
past.
- More than 1 in 3 people (34%) plan to do more to
decorate in excess, such as hanging indoor and outdoor decorations
and setting up multiple trees; and younger adult generations are
more likely than their older counterparts to decorate in excess.
(Gen Z [41%], Millennials [36%] vs. Gen X [28%], Boomers
[18%])
- About 2 in 3 (65%) people admit they have a guilty
pleasure they’d be embarrassed about, such as their food and drink
indulgences or holiday spending habits.
- Over 3 in 10 people (32%) with guilty pleasures confess
they would be humiliated if people learned about their enjoyable
weaknesses of holiday movies or TV shows, and about 1 in 4
people with guilty pleasures admit they’d be embarrassed for
anyone to know how they feel about holiday-themed clothing or
pajamas, like ugly Christmas sweaters (24%) and decorating
(23%).
The digital animations were created by an award-winning
illustrator. Cari Vander Yacht, said “I wanted to visually
capture the sort of manic nature of ‘too much of a good thing’
which was central to the overall idea of moderation. I like tales
of human folly, so I tried to capture that in a festive, over the
top way.”
The global campaign has been designed to drive adults of legal
drinking age to DRINKiQ - a global resource to help people make
responsible choices about drinking, or not drinking - for more
information about drinking responsibly. DRINKiQ is available in 16
languages and 35 country sites and 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.
Note to Editors:
Survey Methodology
Source: Kelton Global, a Material Company, and Diageo
commissioned studies of 1,915 legal drinking-age consumers in the
U.S. about their feelings and attitudes toward holiday indulgences
and experiences.
About Diageo
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain
Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and our products are sold
in more than 180 countries around the world. For more information
about Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow us on Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
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Luis Carlos Rabago Luis.Rabago@diageo.com (203) 690-0860
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