Singapore – Alcoholic beverage company Diageo has launched its new ‘Enjoy the Flow, Savour Every Moment’ regional campaign for Asia Pacific, promoting responsible drinking and moderate alcohol consumption with K-Pop group EXO’s Suho.
The campaign will feature an original song that blends familiar sounds such as the clinking of glasses in a bar, sounds of nature, and flowing water to produce multiple layers of music. It will be recorded by Suho and will be accompanied by lyrics like ‘take it easy’, ‘slow down’, and ‘savour every moment’ to remind listeners to drink slowly and pace themselves with water.
Diageo’s campaign further includes a music video and behind-the-scenes footage that underscores the importance of enjoying alcohol in moderation and just savouring the moment.
Suho’s participation in the campaign aligns with his ‘superpower’ in their alternative EXO universe. In their group’s unique concept, Suho plays the role of someone who bears the power of water, which is aligned with one of the key messages of the campaign: staying hydrated is important to keep drinking in moderation.
The song, music video, and behind-the-scenes footage will be shared across select Diageo social platforms as well as EXO’s social channels for better reach.
Joining other similar responsible drinking initiatives, Diageo’s campaign will also guide individuals to DRINKiQ.com, a specialised website focused on responsible drinking. The website is accessible in 16 languages and across 35 country-specific platforms, offering valuable insights, practical tips regarding alcohol consumption, and various resources aimed at promoting moderate drinking.
During the campaign, the site will spotlight a letter from Suho on the importance of moderation and tips such as pacing drinks with water and enjoying beverages with food to avoid heavy intoxication.
The regional campaign will cover APAC, kicking off in South Korea, and will run in Indonesia, Japan, the Philippines, Singapore, Taiwan, and Vietnam in the coming months.
Diageo’s new campaign is part of its 10-year sustainable plan, which aims to transform global drinking habits for the better by promoting moderation and addressing the harmful use of alcohol.
Wilson Del Socorro, corporate relations director for Asia Pacific at Diageo, said, “At Diageo, we are dedicated to promoting moderation and investing in programmes that encourage responsible alcohol consumption. This groundbreaking campaign with SUHO enables us to tap into the growing influence of K-culture, engaging adult consumers across Asia Pacific in a creative way to make more mindful choices and embrace moderation.”
Meanwhile,on the campaign, Suho shared, “I’m happy to participate in a purposeful campaign where I can share meaningful messages for a good cause. Occasionally, when I do have a drink, I make sure to drink in moderation. I really like how we’ve weaved into the song and music video messaging around pacing yourself, savouring the moment, and not losing yourself.”
