A Night to Remember or Forget ?
mediterranean — May 27, 2008 — Marketing
References: adforum
This responsible drinking campaign by Abbott Mead Vickers BBDO, London for Diageo reminds you there is a point that turns a fun night of drinking into a regrettable one you'd rather forget. Drinking too much becomes an issue when your intoxicated behavior becomes the problem.
The campaign capitalizes on findings of consumer research by Diageo to identify groups that can be most efficiently influenced. "People who enjoy alcohol and drink when socializing with friends, catching up for a gossip, playing pool; to whom having a drink is fine as long as they stay in control," they describe the group. "They generally tend to know how to drink without losing control, but sometimes they go a bit over the edge: As the evening progresses (and particularly the next morning) they start to feel ashamed. They are embarrassed about behaving badly in front of other people, and the possibility that they've ruined the night for their friends too."
The campaign uses these findings to reach out to the young audience with a tagline of "A Night to Remember ? Or One to Forget ?" using scenarios of how drinking too much can ruin your night of fun by showing a drunk girl clumsily messing up her makeup while her girlfriend impatiently looks over, a guy getting himself and his mates kicked out of a club, and a drunk girl being dragged and supported by her friend. Not so much after all...
See another campaign about excessive drinking:
The campaign capitalizes on findings of consumer research by Diageo to identify groups that can be most efficiently influenced. "People who enjoy alcohol and drink when socializing with friends, catching up for a gossip, playing pool; to whom having a drink is fine as long as they stay in control," they describe the group. "They generally tend to know how to drink without losing control, but sometimes they go a bit over the edge: As the evening progresses (and particularly the next morning) they start to feel ashamed. They are embarrassed about behaving badly in front of other people, and the possibility that they've ruined the night for their friends too."
The campaign uses these findings to reach out to the young audience with a tagline of "A Night to Remember ? Or One to Forget ?" using scenarios of how drinking too much can ruin your night of fun by showing a drunk girl clumsily messing up her makeup while her girlfriend impatiently looks over, a guy getting himself and his mates kicked out of a club, and a drunk girl being dragged and supported by her friend. Not so much after all...
See another campaign about excessive drinking:
Trend Themes
1. Responsible Drinking - Disruptive innovation opportunity: Develop innovative technologies or services that help individuals monitor and control their alcohol consumption in social settings.
2. Targeted Consumer Influence - Disruptive innovation opportunity: Create personalized marketing strategies that effectively influence specific consumer groups based on their drinking habits and behaviors.
3. Social Consequences Awareness - Disruptive innovation opportunity: Design educational campaigns or platforms that raise awareness about the potential social consequences of excessive drinking, helping individuals make more informed choices.
Industry Implications
1. Alcohol Monitoring Technology - Disruptive innovation opportunity: Develop wearable devices or smartphone apps that accurately track and display an individual's alcohol consumption levels, promoting responsible drinking habits.
2. Digital Marketing Solutions - Disruptive innovation opportunity: Build data-driven marketing platforms that leverage consumer research to create targeted and personalized campaigns aimed at specific consumer groups within the alcohol industry.
3. Education and Prevention Programs - Disruptive innovation opportunity: Establish online platforms or mobile applications that provide readily accessible information about the potential social consequences of excessive drinking, offering support and resources to individuals seeking guidance on responsible alcohol consumption.
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