Campaign aims to build up awareness
OLYMPIC diver Tom Daley has slipped back into a new pair of swim briefs to highlight a new responsible drinking campaign in partnership with Pernod Ricard brand Malibu.
The new campaign takes a light-hearted approach to the serious topic with the tagline ‘Don’t Drink and Dive’ in a bid to cut through to consumers directly and is fronted – as well as backed – by multiple Olympic medal winner Tom Daley.
Malibu has launched the campaign in partnership with the Royal Life Saving Society (RLSS) UK as the firm reports that one in ever four drowning incidents are alcohol-related.
The hero film of the campaign features Daley in a custom pair of knitted swim briefs – a nod to both the diver’s Olympic history and knitting hobby – and includes lyrics from the Piña Colada song, “If you like the feel of the ocean, and the taste of champagne,” to highlight the dangers of drinking and swimming.
The multi-channel campaign will appear across eye-catching OOH displays set to pop up across water “hot spots” in the UK with a further presence across social and paid digital content that will go live on both Daley’s and Malibu’s own platforms. Merchandise has also been created for the campaign including the knitted swim briefs, sunglasses, bucket hats and sliders with profits going direct to the RLSS.
As ambassador for the campaign, Daley kicked off the campaign in Brighton posing in the exclusive swim briefs in front of a 2.4m high statue reading the RLSS’s “one in four” statistic.
Matt Croxall, charity director at the RLSS UK, said: “Sadly, the risks of being around warer under the influence of alcohol can be underestimated. This campaign – whilst on the surface appearing light-hearted – seeks to resonate and deliver a lifesaving message around the importance of not drinking alcohol and getting into water in any capacity.”
Liam Murphy, brand director for Malibu in the UK, said: “The ‘Don’t Drink and Dive’ campaign is focused on a very serious issue and signals Malibu’s commitment to building a long-term repsonsible drinking, behaviour-change platform.
“This execution is about raising awareness of the real risks surrounding alcohol consumption near water; particularly important as simmer hits and those good times are often enjoyed by the sea, the pool and lakes.
“We have been blown away by the initial reaction to this campaign and we can tangibly see how well Tom has resonated with Malibu’s target audience with merchandise already sold out, less than 24 hours since launch, across Tom’s knitwear site.”
