Csr Diageo and Csr

“As the world’s leading premium drinks company, Diageo wants to make a significant and sustainable impact on creating a more positive role for alcohol in society and promoting responsible drinking as a valued, enjoyable part of life.

Diageo acknowledge that, like many other products, when misused, alcohol can lead to individual and social harm.  We take great care to market our brands responsibly and only to adults. We support programmes, practices and policies that create a more positive role for alcohol in society and address issues related to the misuse of alcohol including drink driving, underage drinking and over-consumption of alcohol.” Source Diageo DrinkIQ website

Type, fit and main target of the campaign

On July 2013, Diageo, the world largest producer of spirits, launched the campaign “Think how you drink” against excessive drinking. The campaign had two main elements; a comic video uploaded to YouTube and a website (http://www.drinkscalculator.com/en-gb/) where consumers could measure their alcohol consumption and using funny facts like how many times they would need to watch Titanic until the alcohol was out of their bodies. The video uploaded to YouTube (https://www.youtube.com/watch?v=Z4vLObF-0Yo) satirizes the way drunken people walk after a night out. The cause-related marketing (Ellen 2005) of Diageo shows the corporation’s intentions of engaging on a critical social issue as excessive drinking and its social negative consequences.

Diageo main target group was the younger segment of their consumers; this the main reason why Diageo used a funny way to catch their attention. In a light hearted way the video reassembles what is considered to be a typical situation after drinking to excess: the person cannot keep their balance, they stumble and fall, and of course there’s one friend that records the epic moment with their mobile and later they video is posted on the social networks and the falling person is embarrassed. The video in a funny...