Press Release Archives
Pernod Ricard USA Launches Online Video Messages In Support of Accept Responsibility Campaign
Company Expands Efforts to Draw Attention to Responsible Alcohol Consumption
PURCHASE, NY (December 22, 2008) – Pernod Ricard USA, the premium spirits and wine company in the U.S., today announced that it is rolling out a series of video messages as part of an effort to broaden the reach of its Accept Responsibility campaign, a public service initiative to increase awareness of responsible drinking.
The Accept Responsibility campaign was launched in August 2007 to address three critical beverage alcohol issues – drunk driving, underage consumption and binge drinking. Since the campaign’s inception, Accept Responsibility messages have been featured in national newspapers and magazines, as well as in public service announcements. The campaign encourages individuals to accept responsibility for their decisions by highlighting common excuses used to justify irresponsible alcohol consumption.
The Accept Responsibility campaign and website resulted from a partnership between Pernod Ricard and Fly Communications, New York. The new online messages have been placed by Carat, Pernod Ricard USA’s media agency, on such websites as MySpace, Facebook, iVillage, and Veoh, following the same campaign themes. The messages will be hyperlinked back to the Accept Responsibility homepage, http://www.acceptresponsibility.org, which was created to be an accessible site on responsibility and the consumption of alcohol beverages. The website is free of any information on, or promotion of, Pernod Ricard brands.
In conjunction with the new messages, Pernod Ricard USA will debut an interactive feature today on its Accept Responsibility website called The Wheel of Excuses. Users will be able to spin the wheel, and when it lands on an excuse, a video recreates a scenario in which the excuse is often made.
Additionally, more than 500,000 consumers this week are receiving a targeted electronic message on responsible drinking. The message encourages readers to forward it to family members and friends.
“The ‘Accept Responsibility’ campaign encourages consumers to not only think before they act, but also consider the potential consequences of their decisions. By leveraging online outlets, our message becomes even more easily accessible and widely available,” said Paul Duffy, Chairman and CEO of Pernod Ricard USA. “Social responsibility is a top priority and core value of our organization, and we are committed to taking a leadership role in the industry. Our new efforts demonstrate how we are bringing the same skills and creativity used in marketing our premium brands to educating consumers on responsible consumption.”
“We are delighted that our successful campaign has evolved, and we think these new channels will further increase its relevancy,” adds Dave Warren, Co-Founder of Fly.
About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value.
In addition to ABSOLUT®, Pernod Ricard USA’s leading brands include such prestigious spirits as The Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson® Irish Whiskey, Wild Turkey® Bourbon, Seagram’s Extra Dry Gin®, Beefeater® Gin, Plymouth™ Gin, Martell® Cognac, Malibu® flavored Rum, Kahlúa® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®; such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
The company is based in Purchase, New York, and has roughly 1,000 employees across the country.