LONDON, Nov. 18, 2021 /PRNewswire/ -- 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.
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.
Kate Gibson, Global Director of
Diageo in Society said "We know the holidays are an important
time of year for people to be getting together and celebrating.
This campaign is a fun, festive reminder that there's a happy limit
to everything and the holidays are best enjoyed in moderation, be
that drinking, eating, or binge-watching."
As part of the campaign, Diageo commissioned a survey of adults
in the U.K. to gauge people's feelings and attitudes toward holiday
indulgences and experiences. Nearly a fifth (17%) 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:
- Among those who plan to do at least one thing in excess,
close to half (48%) admit they will eat more sweets and
baked goods this year than in the past, while over a third will be
binge-watching TV and movies (38%) and shopping
(33%).
- More than one-third (35%) of people readily confessed to
generally eating and drinking more during the holidays than any
other time of the year.
- Close to half (45%) of this group will spend more
time with loved ones this winter holiday than they have in the
past.
- A quarter (25%) plan to do more to decorate in
excess, such as hanging indoor and outdoor decorations and setting
up multiple trees.
- More than half (52%) of people admit they have a
guilty pleasure they'd be embarrassed about, such as their food and
drink indulgences or holiday spending habits.
- More than 1 in 4 people (26%) 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 5 people with guilty pleasures admit they'd be embarrassed
for anyone to know how they feel about holiday-themed clothing or
pyjamas, like ugly Christmas sweaters (21%) and decorating
(19%).
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 signpost adults to
DRINKiQ - a global resource to help people make responsible choices
about drinking, or not drinking. 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.
Speaking on the online resource, Kate
Gibson added, "DRINKiQ is a great place for people to go
to find out more about alcohol, the impact it can have on their
bodies, and the importance of drinking in moderation."
Survey Methodology
Source: Kelton Global, a Material Company, and Diageo
commissioned studies of 1,007 legal drinking-age consumers in the
U.K. about their feelings and attitudes toward holiday indulgences
and experiences.
For further information please contact:
Press@diageo.com
07803 856 200
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: @Diageo_News and @Diageo.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/diageo-launches-new-responsible-drinking-campaign-know-when-to-stop-for-the-holiday-season-301427972.html
SOURCE Diageo