The Malibu 'Don’t Drink and Dive' campaign is being launched by the Pernod Ricard-owned brand as a new initiative created in collaboration with the Royal Life Saving Society UK (RLSS UK). The campaign stars swimmer Tom Daley who has created the Don't Drink and Dive knitwear to coincide with the initiative, which is available for purchase via his website as part of the Made With Love collection. The campaign shines a light on the dangers of drinking and swimming, which is reported to be related to one in four drowning incidents in the UK.
VP of Marketing Craig van Niekerk commented on the Malibu 'Don’t Drink and Dive' campaign saying, "What we’re dealing with here is a serious issue, and Don’t Drink and Dive signals Malibu’s fully committed ambition to leveraging a long-term responsible drinking, behaviour-change platform, which raises awareness of the very real risks surrounding alcohol consumption near water. We are excited to see the campaign come to life in partnership with Tom Daley and the RLSS UK, both of whom we thank for their continued and passionate support."
Safe Consumption Swimmer Campaigns
The Malibu 'Don’t Drink and Dive' Campaign Stars Tom Daley
Trend Themes
1. Celebrity-backed Safety Campaigns - Leveraging well-known personalities like Tom Daley can heighten public awareness and engagement for safety initiatives.
2. Alcohol Consumption Awareness - Campaigns addressing the dangers of alcohol consumption in specific situations, such as near water, reflect a growing focus on targeted harm reduction.
3. Branded Safety Merchandise - Integrating safety messages into fashion items, such as Tom Daley's knitwear, merges consumer culture with public health education.
Industry Implications
1. Public Health and Safety - New partnerships between brands and health organizations aim to promote behavioral change and reduce alcohol-related injuries.
2. Fashion and Apparel - Collaborations between fashion designers and safety campaigns introduce a novel approach to increasing awareness through wearable items.
3. Alcohol and Beverage - Responsible drinking campaigns are increasingly being prioritized by beverage brands to address public safety concerns.