How To Encourage Millennials To Drink Responsibly
Campaign focuses on Generation Y's sense of shame and embarrassment.
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.