Pernod Ricard brand Malibu has partnered with Olympian Tom Daley for its new ‘Don’t Drink and Dive’ campaign. The campaign seeks to raise awareness of the dangers of drinking alcohol in or around water. 

 

Launched on 14 August in the UK, the campaign presents its serious message through light-hearted imagery starring Daley in crocheted trunks with the campaign slogan, as well as a video. The campaign was created in collaboration with creative agency Wieden + Kennedy London.

 

Also partnering with Malibu is Royal Life Saving Society UK (RLSS UK), a water safety and awareness charity. The RLSS reports that 1 in 4 drowning deaths are related to alcohol. Research commissioned by Malibu and RLSS UK showed that 80 per cent of UK adults were unaware of the statistic. According to the research, 62 per cent of Britons have swam or entered water after consuming an alcoholic beverage.

 

Craig van Niekerk, vice president of marketing for Malibu, commented: “What we’re dealing with here is a serious issue, and Don’t Drink and Dive signals Malibu’s fully committed ambition to leveraging a long-term responsible drinking, behaviour-change platform, which raises awareness of the very real risks surrounding alcohol consumption near water. We’re delighted with how our agency partners have creatively come at this huge challenge and are excited to now see the campaign come to life in partnership with Tom Daley and the Royal Life Saving Society UK, both of whom we thank for their continued and passionate support.”

 

Matt Croxall, charity director at RLSS UK, added: "Sadly, the risks of being around water under the influence of alcohol can be underestimated. This campaign — whilst on the surface appearing light-hearted — seeks to resonate and deliver a lifesaving message around the importance of not drinking alcohol and getting into water in any capacity. We’re delighted to have this opportunity to work alongside Malibu and Tom Daley on this quirky campaign which is bringing to life the dangers of drinking alcohol in or around water. Through this initiative, we urge people to learn more about how to stay safe and enjoy water safely this summer.”

 

Malibu and Daley launched the PR campaign on 14 August on Brighton Beach, where Daley posed in the slogan trunks in front of a 2.4m high ‘1 in 4’ installation made from beach pebbles. 

 

The knitwear seen in the campaign was designed by Daley and is available to purchase via his Made With Love brand. All proceeds from the collection will be donated to RLSS UK.