Pernod Ricard Launches Code Friday

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Remember how last Friday I did a little sneak preview on an event called CODE FRIDAY? Well that night at Neverland club in Kuala Lumpur Pernod Ricard Malaysia 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.

293952_284357791593577_118721654823859_1056912_359902803_n — 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.

313069_284357591593597_118721654823859_1056903_1500308245_n — Malaysia's Hottest Bloggers' Bell Wong was there to make the pledge

315955_284357621593594_118721654823859_1056905_1230385614_n — MD of Pernod Ricard, CK Tan said “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.”

294022_284357754926914_118721654823859_1056910_1461192301_n — 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.

320116_284357778260245_118721654823859_1056911_1381481851_n — The event featured an emotional stage play and songs by the talented performers highlighting the effect aband consequences on drink driving on yourself and your loved ones.

298392_284358101593546_118721654823859_1056929_1921394570_n — 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.

308194_284358074926882_118721654823859_1056928_815072325_n — “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,” explained CK Tan.

312799_284358118260211_118721654823859_1056930_992620220_n — All us guests got personalised t-shirts supporting this campaign. Pictured here are the artists customising the t-shirts.

316717_284357804926909_118721654823859_1056913_657032326_n — I took the pledge to ‘Be In Control. If You Drink, Don’t Drive’

298724_284357938260229_118721654823859_1056921_1033401919_n — Don't be naughty! Otherwise you'll be locked up!

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.

More photos on my Facebook page (click here).