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Serve Responsibly

Pernod Ricard Uses Social Media to Expand "Accept Responsibility" Social Media Campaign

December 22, 2009


PURCHASE, NY (December 22, 2009) – Pernod Ricard USA, the premium spirits and wine company in the U.S., today announced that it is expanding placements of video messages from its “Accept Responsibility” campaign -- a public service initiative to increase consumer awareness of responsible drinking – via increased presence within the social media landscape.

Pernod Ricard USA’s media agency, Carat, is working with a variety of distribution partners, such as SocialVibe, VideoEgg and Tremor Media, to generate engagement with and viewership of the video messages.  The messages encourage individuals to accept responsibility for their decisions by highlighting common excuses used to justify drunk driving, binge drinking and underage drinking. 

“Leveraging partners that can help integrate our message into popular social destinations makes our campaign widely accessible by reaching young adults in a familiar environment,” said Paul Duffy, President, Pernod Ricard USA. Kellie Raff, Digital Media Supervisor at Carat, added that such sites as Social Vibe – which already are known for their cause-related content – provide the added benefit of making it easy for users to share the videos with their friends. The messages are hyperlinked back to the Accept Responsibility homepage, http://www.acceptresponsibility.org, which was created to be an accessible site on responsibility and the consumption of alcohol beverages.  The website is free of any information on, or promotion of, Pernod Ricard brands

In conjunction with the new messages, Pernod Ricard USA has launched several new anti-binge drinking videos on “The Wheel of Excuses,” an interactive feature on its Accept Responsibility site.  Users are able to spin the wheel, and when it lands on an excuse, a video recreates a scenario in which the excuse is often made.

Launched in August 2007, the Accept Responsibility campaign has been featured in national newspapers, magazines and public service announcements, in addition to online sites.

Said Duffy: “The ‘Accept Responsibility’ campaign encourages consumers to not only think before they act, but also consider the potential consequences of their decisions.  Social responsibility is a top priority and core value of Pernod Ricard USA, and we are committed to fighting against irresponsible consumption.”

The Accept Responsibility campaign and website resulted from a partnership between Pernod Ricard and Fly Communications, New York. “We are delighted that this successful campaign continues to evolve, and we think these new media vehicles will efficiently and effectively engage consumers,” said Dave Warren, Co-Founder of Fly.


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