Fighting against drink driving

The Group is committed to helping to reduce the number of accidents associated with alcohol consumption. With this goal in mind, it supports efforts led by road safety authorities around the world, warns drivers of the dangers of drink-driving, and encourages them to adopt safer habits.

THE EUROPEAN ROAD SAFETY CHARTER: A MAJOR INITIATIVE

In November 2007, the Group signed the European Road Safety Charter. This European Commission initiative encourages signatories to undertake concrete actions and share best practices concerning road safety.
Objective of the Road Safety Charter : save 25,000 lives annually on European roads by 2010.

Commitments made by Pernod Ricard include :

  • promoting sober driving among employees in the European Union,
  • continuing to reduce the number of accidents in France involving employees driving company cars,
  • developing one new project each year in a country other than France, aimed at reducing the risks associated with driving under the influence of alcohol.

PERNOD RICARD PROMOTES DESIGNATED DRIVER INITIATIVES

A number of Pernod Ricard subsidiaries around the world promote the concept of the “designated driver”, which has become an essential part of all awareness-raising efforts. It involves encouraging one person in each group at a party or event to stay sober to be able to drive his or her friends home safely.


In Europe

In France, Pernod Ricard has been a partner of the French Road Safety (Sécurité Routière) since 2002. The aim is to encourage sobriety at events linked to Group brands through the official  Sécurité Routière slogan “Celui qui conduit, c’est celui qui ne boit pas” (“Drivers don’t drink”).

As people leave nightclubs, Pernod Ricard distributes prevention kits containing posters and breathalysers.

Pernod Ricard España supports the Fundación Alcohol y Sociedad with its activities promoting the designated driver concept called “noc-turnos”. It involves television, radio and free press campaigns, viral marketing, and direct actions at nightclubs and bars.


In South America

In Brazil, “guardian angels” ensured that people who attended the “Leave an impression” campaign launch party for Ballantine’s got home safe and sound. The operation was carried out in partnership with Pernod Ricard Brazil, SindRio (the union for bars and restaurants in Rio de Janeiro) and Ballantine’s.


In Asia-Pacific

During the 2007 holiday season, Pernod Ricard’s subsidiary in Singapore launched a campaign to promote the practice of assigning a designated driver. Representatives for Pernod Ricard Singapore were responsible for dissuading customers at nightclubs from driving after drinking alcohol. Fashionably designed collectable badges that featured this message were distributed on these occasions.

Since 2005, Pernod Ricard China has been an active partner of the Chinese road safety board through its affiliate, the Road Traffic Safety Association of China. This authority aims to raise awareness of the dangers of drink-driving and promotes the concept of the designated driver. This partnership will continue with television campaigns in Shanghai and a new far-reaching poster campaign.

Since 2007, Pernod Ricard Pacific has implemented a designated driver program at key events to encourage consumers who are driving, to nominate themselves as a designated driver and receive free mineral water or soft drink for the duration of the event.

Evian is supporting the program by providing the water at selected events - such as opera, jazz concerts, wine festivals organised at vineyard sites or some brand events.


PERNOD RICARD LEADS PREVENTION CAMPAIGNS

Through its subsidiaries, the Group has developed a wide range of initiatives that aim to:

  • inform drivers of the dangers of drink-driving,  
  • encourage car owners to alter their behaviour.  


Creative initiatives

Pernod Ricard’s subsidiaries design original awareness-raising campaigns that reach consumers. 

To this effect, the “Smart driving” campaign to help prevent drink-driving was launched in Seoul in November 2007 by Pernod Ricard Korea. It includes an official website (www.smartdriving.co.kr), poster advertising on buses, and a promotion operation in the streets during the holiday season.

Pernod Ricard Italia has also introduced innovative initiatives. Since summer 2007, a free “Havana Club” bus service has been available for people leaving nightclubs in Romagna and Rome. The subsidiary also convinced some of the most popular club DJs to advocate prevention at nightclub events sponsored by Pernod Ricard. 

Finally, the “Steward della note” (“stewards of the night”) operation was carried out in collaboration with the city hall and local nightlife businesses in different neighbourhoods. In the city, the “Havana Club” stewards raise awareness of responsible consumption among holiday-makers and ensure the neighbourhood stays quiet.


Poster and television advertising

The Casa Pedro Domecq Foundation led an original television campaign in 2006-2007 in Mexico. The campaign was built around the slogan “O tomas o manejas” (“Drink or drive”) and received a number of awards. It was so successful that it is now part of the Mexican Ministry of Transport’s official campaign against drink-driving.

In Germany, Pernod Ricard Deutschland created an upbeat and positive campaign for the brand Amaro Ramazzotti dedicated to responsible consumption habits. A television advert entitled “Live Responsibly” launched on 8 June 2008. It discourages consumers from driving after consuming alcoholic beverages.


On a global level, the campaign entitled “In an Absolut World” launched by the Absolut Company invites consumers to project themselves into a utopian world and reminds them of the importance of not mixing drinking and driving. The poster features a nightclub with a car park filled entirely with taxis. The campaign was launched in 2007 and is still aired in the United States and Mexico.