Pernod Ricard Korea announced on the 19th that it successfully concluded the Drink More Water campaign aimed at approximately 17.9 million consumers of legal drinking age in South Korea over the course of about six months starting from July last year.
The Drink More Water campaign by Pernod Ricard Korea is a responsible drinking campaign that encourages adequate hydration while drinking. As part of the Pernod Ricard Group's 2030 Sustainable Responsibility (S&R) goals under the activity of 'responsible hosting,' Pernod Ricard Korea has been conducting responsible drinking campaigns both online and offline targeting consumers of legal drinking age in South Korea in collaboration with various organizations and opinion leaders since 2020.
Pernod Ricard Korea participated in the campaign by setting up a Drink More Water zone at major brand pop-ups and product briefings.
In October, they operated a Drink More Water pop-up booth at the Busan Rock Festival in collaboration with Irish whiskey Jameson. At the same time, they actively utilized social media channels to effectively communicate the message to the MZ generation.
Especially during the December end-of-year season, considering that it is a time when social gatherings increase, they launched a Drink More Water digital campaign targeting consumers of legal drinking age on the official Instagram and Facebook channels of Pernod Ricard Korea's major brand, Ballantine's.
Frantz Houghton, CEO of Pernod Ricard Korea, said, "Following the delivery of the responsible drinking campaign to about 8 million people in the first half of 2024, we successfully communicated the importance of responsible drinking to more than 17.9 million consumers of legal drinking age in the second half of this year."