Diageo, the maker of Smirnoff, Gordon’s and Guinness, have launched a campaign to promote responsible drinking this New Year’s Eve.
As one of the most popular nights of the year for people to go out and drink, Diageo has used an eye-catching design to encourage drinking in moderation.
The design was first used in their September campaign aimed at students starting their university careers.
Taking a light-hearted approach, the campaign displays the number of units that are in certain drinks such as wine and beer. The tagline ‘Do you really want to go there this New Year’s Eve?’ is displayed across the bottom of each poster.
All of the ads are shown against a bright yellow background, with one featuring a sad-looking trainer, headed, “Waking up on January 1st with only one shoe…”
Another shows a tipsy cocktail figure brandishing a selfie stick with the header, “Posting drunk selfies at midnight? #Regret.”
Diageo’s Global Society Director, Kate Gibson, commented: “New Year’s Eve is one of the biggest holiday events of the year, a time when people should come together and celebrate with their friends and families.
“When it comes to alcohol, responsible drinking doesn’t mean you can’t still enjoy the festivities and we hope this campaign will enlighten consumers about the importance of moderation.”
The ads will be situated in prominent locations around London such as Kings Cross St Pancras, Waterloo and Leicester Square.