Pernod Ricard UK and the Automobile Association Launch Christmas Campaign for 2011

Pernod Ricard UK and the Automobile Association (AA) have launched the third phase of their marketing campaign as part of their on-going partnership to encourage drivers to 'accept responsibility' when it comes to drinking and driving. This latest execution, which focuses on the 'accept responsibility' theme through the Christmas party season, addresses the issue of work colleague drink-driving pressure as part of both companies' commitment to tackling drink-driving related issues throughout the country.

The ongoing partnership between one of the largest premium wines and spirits suppliers in the UK and the UK's biggest motoring organisation started with a Christmas campaign in 2010, followed by a summer campaign in 2011.

The Christmas marketing campaign addresses the results of a recent survey conducted by the AA Populus Panel¹, which cited that work colleagues are most likely to be viewed as the group that encourages respondents to drink 'just one more' when they are intending to drive (14%). The advertising will therefore feature where office parties are most likely to take place or online to tap into the 'getting ready' occasion.

About the Campaign

The campaign launches on 1st December and will run over the Christmas period until the beginning of January 2012. The advertising creative will be placed out of home; on in-bar advertising, washroom panels and mirror vinyls. In addition, the target audience will be reached via digital with the advertising creative placed on Facebook, MSN, Spotify, YouTube and w00t!. These online sites will allow for a highly targeted campaign, with the advertisements appearing when consumers are in a social mindset, Thursday - Saturday, between 6-11pm. The AA will also place the advertising in its monthly members’ magazine in June and August to reach a further 1 million people each month. The full campaign will reach 35% of all 18-24 year olds.

The AA is reinforcing this message with advice to employers about how they can help to manage this work peer pressure – for example by ensuring that all colleagues are encouraged to plan their journey home before the party starts and by providing local taxi numbers.

[1] The AA Populus Panel There are now around 100,000 AA members signed up to the AA Populus Panel. These drivers are approached monthly for their views on a wide range of motoring issues, and 18,251 responded to the survey used in this release. Populus is a member of the British polling Council and abides by its rules.

THE FACTS:

• Drink drive fatalities account for 17% of all road accident fatalities¹
• In 2009, 11,990 reported casualties occurred as a result of a drunk driver¹
• In 2008 there were around 470 pedestrian casualties and 110 pedal cyclist casualties in accidents with a driver over the legal alcohol limit ¹
• Those aged between 17-24 are more likely to have a drink driving related accident¹
• Overall, 2.7% of men failed a breath test in 2009 - well over twice the rate of women¹

[1] Department for Transport Road Safety Research and Statistics Report 1979-2008

To be directed to the Automobile Association website, please click the following link: http://www.theaa.com/