PERNOD LAUNCHES NEW RESPONSIBILITY ADS

Pernod has hinted of its new irresponsibility consumption campaign for sometime, and has finally released it to the public. Beginning with a full-page advertisement in today's edition of USA Today, the new public serve campaign will focus on three critical issues: drunk driving, underage consumption and binge drinking. The advertisement’s headliner reads “Drunk driving doesn't start with a drink. It starts with an excuse.” The ad also features a martini glass illustrated with typical excuses people make, including “I'm 220 lbs. - it takes a lot more than three drinks to slow this guy down," and "I've driven home from here so many times I could do it blindfolded.”

To click out the campaign’s website, click here.

Jack Shea, spokesman for Pernod, told Marketwatch that the new campaign is part of a “multi-year, multimillion-dollar commitment.” Eventually, he said, Pernod will dedicate 15% of its corporate and brand advertising budget to responsibility messages.