So many (too many) young people still think it’s cool to get “wasted”. Buzzman and Pernod Ricard have taken up the challenge of getting them to moderate their drinking with a campaign, Drink more…water, and some very graphic imagery about the ugliness of being drunk. The campaign coincides with the return of social life in Europe after a very long period of Covid restrictions. It is also part of Pernod Ricard’s Responsible Party programme that was established in 2009 to persuade young adults that there is no fun in excessive drinking and encourages them to make smart drinking choices.

The campaign film juxtaposes humbling scenes of inebriation with party music and titles whose words appear sequentially so that they appear to say, “drink more,” but conclude with “water”.

Ijn its statement, Buzzman commented, “We’ve all seen that one guy blacked out in a corner at a party with drawings all over his face, the guy who ends up in fights with road signs on the street, or the guy who falls asleep at the bar… Don’t want to be that guy? Drink more… water.”

The digital and print campaign is running across the UK, Germany, Belgium and Latin America initially before expanding to other countries.