The creative team lead by Rik Moran, at Magnet Harlequin have just launched the successful update to the Accept Responsibility site for Pernod Ricard
Jean-Manuel Spriet, Pernod Ricard UK chief executive, said:
“The ‘Accept Responsibility’ website remains the focal point of the campaign and all collateral and marketing communications will continue to direct consumers to the website. Three new interactive tools have been introduced to the site, to further increase its appeal to younger adult consumers: ‘Wheel of Excuses’, ‘Have Your Say’ and ‘Tell someone you care about’. The ‘Wheel of Excuses’ portrays real life situations where consumers make excuses about the amount of alcohol they consume, ‘Have Your Say’ encourages users to express their views on the campaign and ‘Tell Someone You Care About’ gives users the option to forward the campaign creative’s to family and friends”.
It’s supported by a large online and offline campaign which runs until the beginning of September. The ad placements have been selected using demographic targeting on websites including MSN, Facebook and Yahoo to ensure they reach the 18-24 year old consumer. They are also using the new digital music service Spotify to run audio and banner binge drinking ads.
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