BEVCOMMUNITY

Connect with the local beverage industry. Trade news, trends and insights.

Diageo Uses Virtual Reality to Combat Drunk Driving

By December 22, 2016Top News

diageo-logoDiageo introduced “Decisions,” a virtual reality experience that puts consumers of legal drinking age in the middle of a fatal drunk driving crash, the latest approach to educate consumers about the “importance of responsible decision making when drinking.” Diageo partnered with Johnnie Walker Scotch Whiskey on the rollout of this campaign, building on the brand’s “Join the Pact” program to end drunk driving. The “Decisions” campaign follows stories of three different vehicles and passengers, highlighting how a single decision can affect multiple lives.

“These days, it’s easy for us to be desensitized to certain issues unless we live them out firsthand,” said James Thompson, Chief Marketing and Innovation Officer, Diageo North America. “Our hope is that this will be truly jarring for people and will help inform responsible decision-making while enlisting their advocacy in the ongoing fight against repeat, hardcore drunk drivers.”

« | »