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.
- العلامة التجارية
- Malibu
- الوكالة
- Wieden+Kennedy London
- السوق
- المملكة المتحدة
- المنطقة
- عالمي
- السنة
- 2024
التحدي
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.
الفكرة
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.
النتائج
- 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.
مصدر دراسة الحالة: Creativebrief المصدر ↖
فريق العمل
- الوكالة الإبداعية
- Wieden+Kennedy London
