SA liquor giant, Distell has launched an integrated campaign, aimed at encouraging the responsible consumption of alcohol.
This is part of the company’s on-going efforts to create awareness around the dangers of drinking and driving, and to encourage responsible drinking particularly during this festive season.
#RespectNotRegret #PaceYourself
The premise behind the new campaign, “Respect Not Regret”, is to demonstrate that too much of a good thing can be bad. As producers of internationally recognised and award winning brands, Distell is at the forefront of championing responsible drinking.
“While the majority of people consume alcohol responsibly, we recognise the impact of alcohol if not consumed responsibly. We therefore encourage people to drink responsibly over this festive season and beyond. “Make the right choices,” says Bridgitte Backman, Corporate and Regulatory Affairs Director for Distell.
The campaign message is delivered through a 30-second advert on social and digital channels including on national and regional radio stations in the weeks leading up to December. The message reminds audiences that ‘no matter what you choose to drink, know when you have had enough’ and encourages South Africans to pace themselves – and drink responsibly.
Distell has partnered with chauffer Services Company, 1 For The Road, to provide discounted rides to motorists, including its own staff, who require an alternative and safe way of getting home after a drink.
This is an extension of the campaign and incentives can be found on Facebook. South Africans can look forward to a free trial of the service, to encourage planning ahead and discourage driving while under the influence of alcohol during the festive season.
“Our long-term goal is to make responsible drinking top of mind, and we are confident that by offering motorists incentives and solutions to get home, this safety message will resonate more strongly with motorists,” adds Backman.
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