Diageo ATL - The Magic of Moderate Drinking - December 2023

Diageo has launched a new global responsible drinking campaign: ‘The Magic of Moderate Drinking’ to help promote responsible drinking over the festive period.

The story is told through a hero film, which features Guinness, Johnnie Walker, Tanqueray 0.0 and Seedlip, that shows how responsible drinking can take many forms for every individual.

Made in partnership with Marmalade Film and Media, the global campaign will be amplified across OOH including in main London underground stations and will feature on Diageo social channels.

Supporting the launch of the campaign, Diageo has created a new and refreshed dedicated positive drinking page on its website. The site will be host to resources such as DRINKiQ and demonstrate the latest responsible drinking work from Diageo and its brands.

Diageo global society director Kate Gibson said: “I love this campaign as it shows that you don’t have to compromise on fun in order to moderate your drinking. This is challenging outdated perceptions about responsible drinking and demonstrates you can still have a great celebration!”

Claire Eades, CEO of Marmalade Film and Media, added: “This was a really exciting opportunity for Marmalade to collaborate with Diageo to bring a fresh approach to a traditional responsible drinking campaign. Research has shown that people often don’t want to admit to their friends that they are moderating, so we really wanted to help Diageo to shift behaviour and show that moderate drinking is a positive choice that allows everyone to savour the moment and truly celebrate every occasion.”