Title | The Choice is Yours |
Agency | AMV BBDO |
Campaign | Responsible Drinking - Diageo Ltd |
Advertiser | Diageo |
Brand | Responsible Drinking |
Date of First Broadcast/Publication | 2007 / 8 |
Business Sector | Anti-Drug/Alcohol/Tobacco Message |
Tagline | A night to remember ? Or one to forget ? |
Story | Diageo seeks to be a leader in promoting the responsible consumption of alcohol. With the The Choice is Yours campaign - part of our wider responsible drinking strategy to transform consumer attitudes to alcohol - we are seeking to use our marketing expertise to build on existing information & awareness raising activities, by focussing on consumers attitudes to alcohol. This strategy is grounded in the belief that a sharp focus on transforming such attitudes will reinforce existing responsible behaviour by the majority of consumers as well as encourage those with risky drinking behaviours to re-evaluate their attitude to misuse. |
Problem | Diageo is committed to driving positive change in consumer attitudes and drinking behaviours. The The Choice is Yours campaign - and our wider A2A strategy - seeks to transform consumer attitudes to alcohol in the belief that this will influence the perception and treatment of alcohol by consumers. |
Media Type | |
Art Director | Mike Hannett |
Copywriter | Dave Buchanan |