Dave Buchanan
Creative Director at AMV BBDO
Dublin, Ireland
TitleThe Choice is Yours
Agency
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 Print
Art Director
Copywriter

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