Pernod Ricard: 141 Water

The World Health Organisation recently revealed that South Africa is at number four on a list of countries with the riskiest drinking patterns across the planet.
Pernod Ricard recognises this and wants consumers to drink responsibly whilst still having a good time. So instead of another drink responsibly campaign that relies on scare tactics, we gave them a simple solution: water. Agency: Publicis Machine

Drinking water between alcoholic drinks moderates alcohol intake and helps consumers have a better time.
However, our status driven consumers don’t like to drink water because it’s not cool.
We needed to change that. So we launched 141 – The Drink to Drink Between Drinks.
The name of our water doubled as our call to action reminding people to drink 1 water 4 every 1 drink.
We made it available at all of Pernod Ricard’s branded events and everyone from consumers to influencers and the media loved it.
141 – a little bottle that brought about big change.