Malibu and five-time Olympic medalist and diving champion Tom Daley have launched a new campaign to raise awareness of the dangers of drinking alcohol in/around water.
The new ‘Don’t Drink and Dive’ campaign is in partnership with the UK’s leading water safety education and awareness charity, the Royal Life Saving Society UK, which reports that 1 in 4 drowning incidents are alcohol-related.
It features Tom Daley wearing custom knitted swim briefs and includes lyrics from the Piña Colada song, “If you like the feel of the ocean, and the taste of champagne,” to highlight the dangers of drinking and swimming.
The multi-channel campaign will be activated via eye-catching, floating out-of-home displays that will ‘pop up’ across water hot spots across the UK, while social and paid digital content will go live in support of content hosted on both Daley and Malibu’s owned platforms.
Vibrant video and photography assets, featuring Daley, captured in Mallorca, wearing ‘Don’t Drink and Dive’ knitted trunks and other apparel, “will be sure to drive the message home in an engaging way using a touch of humour to sensitively land the serious point that sits at the core of the campaign,” said Malibu.
Liam Murphy brand director for Malibu in the UK commented: “The Don’t Drink and Dive campaign is focused on a very serious issue and signals Malibu’s commitment to building a long-term responsible drinking, behaviour-change platform. This execution is about raising awareness of the real risks surrounding alcohol consumption near water; particularly important as summer hits and those good times are often enjoyed by the sea, the pool, and lakes. We have been blown away by the initial reaction to this campaign and we can tangibly see how well Tom has resonated with Malibu’s target audience with merchandise already sold out, less than 24-hours since launch, across Tom’s knitwear site.”
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