Pernod Ricard Korea launches a digital campaign to promote a culture of responsible drinking


Pernod Ricard Korea successfully conducted a digital campaign to raise awareness of the risks of binge drinking and to promote responsible consumption.



Pernod Ricard Korea, the Korean unit of Paris-based global wine and spirits company Pernod Ricard, announced on March 16 that it successfully ran a digital campaign for responsible drinking, featuring the video “#Make Memories, Not Hangovers” reaching nearly 1 million people.

The Korean campaign, which covered major cities in Korea, was designed to raise awareness of the harmful effects of excessive alcohol consumption and promote a culture of responsible drinking. It was performed simultaneously in five Asian countries: South Korea, Japan, Hong Kong, Taiwan and the Philippines. The campaign was made available to millennials and Gen Z aged 19+ through digital channels such as Instagram and Facebook.

The digital campaign consisted of videos and quizzes designed to help people understand excessive alcohol consumption and the associated risks, explain practical ways to engage in responsible drinking and test people’s knowledge of the information provided. to help deliver an effective campaign message.

The Asian campaign “#Make Memories, Not Hangovers” proved to be a great success reaching around 6.3 million consumers, or 61% of the target population in the five countries and reaching around 1 million views in Korea. Additionally, the campaign was successful in educating young adults about the dangers of excessive alcohol consumption and how to drink responsibly, with those exposed to the campaign messages demonstrating improved knowledge when tested.

Alex Ryoo, Director of Human Resources and General Affairs of Pernod Ricard Korea, said: “Because it takes time to put newly acquired knowledge into practice, we plan to continue campaigns with consumers who share accurate information about alcohol and how to consume responsibly.

Frantz Hotton, CEO of Pernod Ricard Korea, said: “The Pernod Ricard Group strives to promote a culture of responsible consumption by encouraging consumers to share safe and convivial moments with their loved ones by consuming our products responsibly. Pernod Ricard Korea will continue to run various digital campaigns to help create a strong responsible drinking culture in Korea.

The Pernod Ricard Group has implemented a wide range of activities to promote responsible drinking around the world as part of its commitment to sustainable development and responsibility. Starting with the “Eat, Pause, and Hydrate” campaign in 2021, guidelines for responsible drinking that anyone can easily practice, the company this time educated young consumers about the risks of binge-drinking through to its digital campaign #Make Memories, Not the hangover.


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