Whiskey brand Jameson has partnered with the English Football League (EFL) to help encourage football fans to ‘sip wisely’ as part of a wider responsible drinking campaign.
Developed by marketing agency Bright Partnerships, the creative will run across stadium screens, digital boards and video-on-demand across Sky Sports, the EFL and the websites of its 72 members clubs.
The campaign forms part of concerted efforts in recent years to implement a responsible drinking culture in English football.
“Our presence across all 72 clubs has given us a captive weekly audience. It was a no-brainer to dial-up our responsible drinking message to encourage people to make wise decisions when it comes to their alcohol intake,” Pernod Ricard UK brand director Josh McCarthy said.
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“We believe you don’t have to go all out in social spaces to be good craic and meet new people, and our ‘Sip wisely’ campaign is designed to ensure people feel comfortable about their choice when it comes to alcohol.
“We’re relishing the opportunity to be in the thick of it each week with fans up and down the country, who choose to come together to enjoy a shared moment with friends and family.”
Throughout the campaign, Jameson will offer fans a series of light-hearted tips on how people can make “smarter drinking decisions” – like drinking water or sticking to singles spirit measure – and has even created an “excuse generator” for those opting not to drink at all.
