Responsible message gets across

Diageo GB says that its responsible drinking message has been effective, with two in three people likely to consider drinking sensibly having seen the TV campaign.

The advertisements, known as "Many Me" and "Mirror", ran throughout the UK in May this year during prime-time slots on terrestrial and satellite channels. With the straplines "Don't see a great night wasted" and "Make sure you like what you see", the adverts are based on the idea that drinking too much can make an individual lose "social currency", especially among their peer group. Feedback found that 66% of people said they would reconsider how they drink and 80% said the adverts made them question their drinking habits.

Diageo GB marketing director Philip Almond said: "The consumer response to our first national responsible drinking campaign is encouraging, showing that the advertisements do have an impact on people's attitudes. We will continue to work with all our partners, so consumers can make informed choices and drink responsibly."