How To Encourage Millennials To Drink Responsibly

Jonathan Nadeau  August 13, 2013

By: Paul Aziz
PSFK
Aug. 13, 2013

Alcoholic beverages company Diageo launched ‘Think How You Drink’ as a CSR campaign to convey the importance of drinking responsibly to millennial consumers. The campaign taps into the consumer segment’s sense of shame and embarrassment in a humorous manner to avoid being ‘preachy’. The video content spotlights various drunken walk styles in a camera-phone style aesthetic to capture the humorous experience of friends recording friends that have over-indulged and made a fool of themselves on video.

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