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Diageo GB draws in responsible viewers

Published:  23 July, 2008

UK: Two in three people watched the drink company's branded national responsible drinking TV advertising campaign.

Philip Almond, Marketing Director, Diageo GB, said: "The consumer response 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."

The evaluation also demonstrated that consumers believe it is important for the drinks industry to play a role in promoting responsible drinking - 96% of people surveyed thought it was good to see an alcohol beverage company advertising responsible drinking messages.

Jean Collingwood, CEO of Drinkaware, added: "The results of this evaluation lead the way in demonstrating how companies can use consumer intelligence, insight and marketing skills to positively challenge and impact upon consumer behaviour.

"We hope that this example and its positive results will raise the bar further and encourage a shared industry approach and an ongoing commitment towards promoting a responsible drinking culture."

The adverts are part of a wider package of measures that Diageo GB delivers to promote responsible drinking. Diageo GB runs a unit awareness programme in partnership with NUS Services Ltd, entitled 'Know What's In It?', that supports the Government's sensible drinking guidelines that so far has reached over 750,000 students across 55 universities.

The company also funds a number of under-18 alcohol education campaigns in the UK, including CragRats, a theatre company which as of 2007 had reached 114,000 secondary school pupils, in order to raise awareness of the dangers of alcohol misuse.