What’s one way to get journos like us to write about moderate drinking campaigns? Invite them out to a round of drinks at the bar. And that was exactly what Pernod Ricard’s PRs did.
The place: Chupitos Bar
The setup: It’s just me against a fiery round of booze and two PRs. The rest of the other journos chickened out after knowing the stakes involved… at least I would like to think so.
Before we go on further, here’s some background info about Pernod Ricard’s campaign. In June 2010, the booze brand launched the “Stomp On Drink Driving” movement, urging people to make a stand to eradicate irresponsible acts of drink driving. The movement garnered publicity online and in traditional media, creating a refreshing take on anti-driving with flash dance performances taking stage at prime areas in the city.To further drive home the message of responsible drinking, Pernod Ricard took the initiative to install self-help kiosks in local nightspots – in fact the maiden kiosk has already been installed at The Chupitos Bar. It encompasses a breathalyser, as well as informative materials and a driver’s license sleeve which people could take home.
The start of a very long night. #FML
All in the name of research.
Cue: Splitting headache and nausea.
And what do we learn after all this? That binge drinking is bad (like duh). If you want to drink, don’t drive. And if you drove, assign a designated driver to take you back.
