The business aims to reach more than one million young people across Europe and help them to think about whether their drinking habits are healthy and safe.
The campaign has been informed by insights on what the most effective means are to engage with young people. The first strand of the campaign is a video that shows some of the after-effects of drinking too much on a night out.
Malcolm D’Sa, Marketing Innovation Director for Diageo Western Europe said: “With this video we are deliberately using humour to catch people’s attention.
“Responsible drinking campaigns in the past have tended either to preach or to scare. There is a place for that type of message but we began this campaign by looking at where young adults communicate.
“They are talking online and via social media – and we know that humour is a more effective way of delivering a message across those channels.
“We know that drinking to excess is a serious issue – but our primary concern is to be effective. The message, that drinking can have harmful consequences, is still in there and it is a strong message. We’ve just approached it in a different way.”
Diageo has a history of ground breaking responsible drinking campaigns – including the first ever solely dedicated responsible drinking television campaign by a drinks company – ‘The Choice is Yours’ – in 2007.
D’Sa said: “Most young adults enjoy a drink as part of their lives without it being a problem. We want to reach out to the minority that drink too much, make them think and encourage them to change their habits.”
The new campaign, beginning with the online video, will launch in the UK before rolling out to Ireland, Germany, Denmark and the Netherlands.
The ‘Think How You Drink’ campaign will also feature as part of Diageo’s other responsible drinking initiatives over the next 18 months, including during Fresher’s Week and via the ‘Ask Dave’ alcohol calculator that helps users keep a track of their drinking.