Saturday February 22, 2020

Binge drinkers ‘fear being uncool'

The fear of social disgrace is a more powerful deterrent for potential binge drinkers than fear of hangovers or missing work, according to drinks giant Diageo.

3rd September, 2005

This theory forms the basis for the latest €2 million advertising campaign from Diageo aimed at encouraging people to drink sensibly.

Entitled ‘Wake Up Call', the commercial centres on a young man waking up after a night's drinking to a series of text messages from his friends saying he ruined their evening.

Created by Dublin agency Language and filmed in Blackrock in Dublin (the director was Lenny Abrahamsen), the commercial will run across several...

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