Don't Drink & Dive

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The Brief

Malibu wanted to drive mass fame amongst consumers for their responsible drinking campaign, Don’t Drink and Dive, whilst educating them on the dangers of consuming alcohol near the water.

The Strategy

We needed to create an eye-catching news moment that would not only grab attention quickly after Tom Daley's retirement post Olympics, but effectively communicate the stark issues in the UK around water safety.

The Execution

We headed to the iconic Brighton Beach to photograph the five-time Olympic medalist in front of a 10ft stone statue, highlighting the shocking stat that 1 in 4 drownings in the UK involve alcohol.

A strategic media sell-in followed, with a suite of campaign assets; highlights included in-depth Sky News and BBC Radio interviews, two large-scale media partnerships and mass coverage amongst consumer and lifestyle media - the most successful responsible drinking launch in Pernod Ricard’s history.

Reaction

550m Earned Media Reach

200+ Pieces of Earned Media

x2 National Broadcast Hits

Action

20%+ in awareness of dangers of drinking near water

Don’t Drink & Dive merch sold out in 36 hours

It’s a sobering statistic that should be far more well-known than it is: one in four drowning incidents in the UK involve alcohol - GQ

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Tom Daley spends first day of retirement after Olympics wearing knitted swimming trunks on Brighton beach - The Sun

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Tom Daley is launching the Don't Drink and Campaign on Brighton beach - BBC Radio

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Tom Daley takes the plunge into his new career as he models a pair of knitted swimming trunks on Brighton beach to promote water safety - Mail Online

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We're in this business to save lives and so having Tom involved alongside Malibu is pretty special - Sky News

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