CODE FRIDAY – Pernod Ricard Malaysia Launches “Be In Control. If You Drink, Don’t Drive” Global Responsible Drinking Campaign

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Business outlet partners with PRM

Business outlet partners with PRM

Pernod Ricard Malaysia (PRM) officially launched its latest campaign promoting responsible drinking called “Be In Control. If You Drink, Don’t Drive” and also to commemorate the first ever CODE FRIDAY, as part of its corporate social responsibility (CSR) program. The launch was held at the new Neverland Club, right in the heart of Kuala Lumpur.

[quote]Managing Director of Pernod Ricard Malaysia, CK Tan said, “The “’Be In Control. If You Drink, Don’t Drive’ campaign aims to instill the realisation of the risk and danger associated with inappropriate drinking. To this end, Pernod Ricard Malaysia is calling out to all consumers to take the pledge to drink responsibly; enjoy the conviviality that our products bring, but at the same time always stay in control and if you drink, don’t drive.”[/quote]

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Part of the on-ground activities at the launch included custom painted tees which read “…is in control”. Each attendee was also given a whiskey glass to be initialised with their signature, then placed in a special display cabinet on stage. Using an emotional approach, the launch also featured onstage sketches and storytelling via song. PRM also showcased a couple of short videos based on true-life encounters called Wish You Were Here to convey its core message. These can be viewed at the official website of the campaign www.beincontrol.org.my.

A souvenir shot with PRM's MD CK Tan

A souvenir shot with PRM’s MD CK Tan

The campaign is targeted at tech-savvy and mobile 18 – 35 year olds. PRM utilised the Quick Response (QR) code in its campaign communication channels whereby consumers with a smartphone just need to scan the QR code and it will direct them to the website – www.beincontrol.org.my to make the pledge.

Attendees pledged for the cause during the event by signing in with the Be In Control app installed on iPads.

I pledged!

I pledged!

PRM has remarked that this is a long term campaign, and have partnered with business outlets to promote this campaign. CODE FRIDAY will be rolled out every Friday over the next few months to engage with consumers. Friday selected as this is the day when drinking and conviviality is at its peak. Brand Ambassadors will be engaging with consumers to encourage each one to take the pledge.

I got arrested by PRM Police

I got arrested by PRM Police. I didn’t really mind. Coz they were hot.

The drunks go to jail.

The hot policewomen threw me in jail.

The reality is this. It’s OK to have fun. It’s OK to drink, to a point. But if you decide to drink, don’t drive. And don’t allow your friends and family to do either. It’s NOT OK to be over the limit and drive. You may kill yourself. Worst still, you could kill someone else. Pledge for “Be In Control. If You Drink, Don’t Drive” at www.beincontrol.org.my.

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Check out some of the pics of the event below:

[nggallery id=84]

[spoiler title=”Show Official Press Release”]
FOR IMMEDIATE RELEASE
PERNOD RICARD MALAYSIA INITIATES LONG-TERM ‘RESPONSIBLE DRINKING’ CAMPAIGN

Consumers Urged to ‘Be In Control. If You Drink, Don’t Drive’

Kuala Lumpur, 30 September 2011 – Pernod Ricard Malaysia today launched its corporate social responsibility (CSR) programme, ‘Be In Control. If You Drink, Don’t Drive’, in a move to encourage consumers to adopt a more responsible drinking habit by making them aware of the risks associated with inappropriate drinking, particularly, driving while under influence. The said CSR programme, launched as part of Pernod Ricard’s global Responsible Drinking campaign, seeks to encourage consumers to take the pledge to stay in control and to not drive under the influence.

Managing Director of Pernod Ricard Malaysia, CK Tan said, “Before embarking on a consumer campaign, we went to ground to gain insights into the psyche of our consumers. We found that often we tend to down play the abuse of alcohol such that it affects our ability to act responsibly, more so when it comes to driving under the influence.”

“’Be In Control. If You Drink, Don’t Drive’ campaign aims to instill the realisation of the risk and danger associated with inappropriate drinking. To this end, Pernod Ricard Malaysia is calling out to all consumers to take the pledge to drink responsibly; enjoy the conviviality that our products bring, but at the same time always stay in control and if you drink, don’t drive”, Tan continued.

Globally, Pernod Ricard has been promoting responsible drinking with the key message to drink responsibly so that alcohol consumption remains a pleasurable experience. Pernod Ricard started with their group employees, to adopt exemplary conduct and become true ambassadors for responsible drinking. Then educating young people as well as pregnant women of the risks of inappropriate drinking habits through prevention and education initiatives. To fight against drunk driving, Pernod Ricard globally, supports the policies and initiatives initiated by road safety authorities.

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“This global CSR activation by Pernod Ricard stems from our own realisation that while our products can form an enjoyable part of our lifestyle when we choose to consume them, we also know that excessive or inappropriate consumption can cause harm. Our approach to responsible drinking is based on the premise that with any consumer, whether a regular or infrequent drinker, living anywhere in the world should have access to information on treating alcohol responsibly.”

This campaign intends to create a sense of appreciation for responsible drinking by changing consumers’ mindsets to be more sentient towards responsible drinking thereby triggering an overall culture change. Hence Pernod Ricard Malaysia is calling out to all Malaysians to be part of the movement to drink responsibly by pledging to not drink and drive and also to look out for their friends and loved ones in that same vein.

A series of on-ground activation of this campaign branded as Code Friday will be rolled out every Friday over the next few months to engage with consumers, given that Fridays is when drinking and conviviality is at peak. “This on-ground activation will see our Brand Ambassadors engaging with our consumers to encourage each one to take the pledge to ‘Be In Control. If You Drink, Don’t Drive’. We will activate this programme at all partner outlets, beginning with those that have pledged in support of our campaign,” Tan added.

Pernod Ricard Malaysia is further working in tandem with their key business outlets to implement responsible drinking programmes within their respective outlets in support of the campaign.

Looking to engage target audience of 18 – 35 year olds who are tech-savvy and always on-the-go, Pernod Ricard Malaysia adopted the Quick Response (QR) code in its campaign communication channels whereby consumers with a smartphone just need to scan the QR code and it will direct them to the website – www.beincontrol.org.my to make the pledge.

The campaign also takes on an emotional approach by sharing a compilation of short videos based on true-life encounters called Wish You Were Here to convey its core message. Stories from people who have been affected by drinking and driving can be viewed at the official website of the campaign www.beincontrol.org.my.

[/spoiler]

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  • Rebecca

    ROFL..i luv that pic of you in the jail .. “The hot policewomen threw me in jail. “

    • LOL! I wished there and then that the hot policewomen would join me in the cell. Sigh. Didn’t happen.