Drink More Water

As being a part of Pernod Ricard, The Absolut Group can proudly share the latest launch of the DRINK MORE WATER initiative. The main purpose is to reduce binge drinking among young people.

The campaign is created in collaboration with BUZZMAN and director Thomas Mailaender, and breaks the mold and speaks directly to Gen Z. The result is disruptive, highly shareable, made for a global audience and, most importantly, very effective.

The DRINK MORE WATER campaign is another milestone in Pernod Ricard’s historical non-branded prevention programme Responsible Party. It was first launched in 2009 and has since then gained a lot of success, reaching over 450,000 students in 33 countries.

As “Créateurs de Convivialité,” Pernod Ricard has a long-standing commitment to promoting responsible drinking and aims to reach 1 million young adults before 2030.