Don't Drink and Dive.
Malibu teamed up with Tom Daley on a knitted swimwear range carrying the line 'Don't Drink and Dive', a water-safety message built on the fact that one in four UK drownings involve alcohol.
- Brand
- Malibu
- Agency
- Wieden+Kennedy London
- Market
- UK
- Region
- Global
- Year
- 2024
The challenge
Malibu wanted a responsible-drinking message that did more than tick a box. The brand was well known but not front of mind, and it could not outspend rivals on paid media.
The idea
W+K London linked Malibu's poolside and beach associations to drowning risk. Malibu, Tom Daley's knitwear label Made with Love and the Royal Life Saving Society UK released a knitted swimwear range, launched with a PSA starring Daley and daily 'Daley Reminders' on Instagram. Inflatable billboards floated at drowning hotspots over the late-summer bank holiday, water-safety signs got a 'Don't Drink and Dive' twist, and briefs Daley wore were auctioned for charity.
Results
- According to the case study, awareness of the dangers of drinking and swimming rose 12%.
- The case study reports a 10% rise in people not getting into the water after drinking.
- By the case study's figures, the campaign raised over £42k for RLSS UK.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- Wieden+Kennedy London
