Pernod Ricard

Drink More Water

A responsible-drinking message carried by creators across three seasons: drink water between drinks, and the night lasts longer.

Client: Pernod Ricard
Flights: Festive 2024, Easter 2025, Festive 2025
Channels: Creator content, live events
Disciplines: Influencer Marketing, Content, Experiential

Drink responsibly. Not for sale to persons under the age of 18.

The case

The challenge

Make responsible drinking something people actually want to do. Drink More Water asks drinkers to alternate with water, and the job was to land that at the moments South Africans drink most: the festive season and the Easter long weekend.

The insight

Nobody listens to a lecture at a party, but everybody wants the night to last longer and to remember it the next day. Framed as the trick to a better night rather than a rule, water becomes advice people pass on.

The idea

Instead of a warning, the campaign made water the insider tip. Creators delivered it in their own voice, through skits, get-ready-with-me videos and morning-after stories, and then took it into the room: at Jameson's festive installation and at the House of Amber, branded water sat on every table beside the drinks.

The execution

Every one of these was handled in-house, on the same brief.

Creator casting and briefing across three flights

Skit, GRWM and storytelling content production

Event activations with Jameson and the House of Amber

Distribution and community management

Campaign reporting

What it delivered

The result

Unique users reachedFrom a potential audience of 1.2 million.: 895K
ImpressionsAcross all three flights.: 1.1M
ViewsOn creator and event content.: 361K
InteractionsPeople responding, not just scrolling past.: 140K
Engagement rateOn a message most brands lecture about.: 2.1%
Return on investmentAs reported for the campaign.: 2.1x

Figures as published in the campaign's awards entry, across the 2024 festive launch, Easter 2025 and festive 2025.

Three flights

How it ran

Flight one

The festive launch

Festive 2024

Creators launched the message the way their audiences already hear them: talking to camera, mid-story, water bottle in hand. “When we take shots, we drink water in between the shots and after” arrived as the trick to a longer, more fun night, not as a rule.

Talk-to-camera skits in each creator's own voice
Water positioned as the secret to a better night
Branded Drink More Water bottles on screen

Flight two

Easter, and the morning after

Easter 2025

The Easter flight moved to the next day. A run of “yesterday” stories, the blurry recap and the regret, made water the thing that would have changed the ending, told with enough humour that people shared them rather than felt told off.

Morning-after storytelling format
Humour first, message second
Built for sharing over the long weekend

Flight three

Into the room

Festive 2025

For the festive season the campaign left the feed. Creators hosted at Jameson's festive installation and at the House of Amber, where Drink More Water carafes and branded bottles sat on every table, so the message was in hand at the exact moment it mattered.