Thailand – With Songkran celebrations set to begin, Pernod Ricard, the producer of premium international wine and spirits, is bringing back its ‘Drink More Water’ campaign in Bangkok for a second year, as part of efforts to promote moderation and reduce binge drinking during the holiday.
The ‘Drink More Water’ campaign, part of Pernod Ricard’s global sustainability and responsibility strategy, was first launched in 2021 and expanded to nine Asia-Pacific markets in 2023. It has since reached over 600 million people online and more than 23 million in person across 61 markets.
This year’s campaign introduces a more playful and culturally relevant approach, taking cues from Asia’s fondness for shaved ice and street-side refreshments—popular ways to stay cool during the festive heat.
For its second year, the campaign introduces vibrant hydration stations that offer festivalgoers a refreshing break amid the city’s Songkran festivities.
For the first time, these stations are designed to resemble local bus stops and will be set up at three key locations in Bangkok: Silom Complex, Siam CentralWorld, and Donki Thonglor. Each station will provide complimentary popsicles and water bottles to help people cool down and recharge.
Designed with bright, festive visuals, the stations also double as photo spots. Brand ambassadors will be present to encourage hydration, promote responsible drinking, and help festivalgoers pace themselves for a safer celebration.
“Songkran is Thailand’s most beloved holiday, a time to celebrate with friends and family. At Pernod Ricard, we’re dedicated to helping consumers make mindful choices about when, how, and how much to drink during this festive season,” said Patrick Castanier, managing director at Pernod Ricard Thailand.
“This year, we’re reimagining hydration in new and exciting ways, encouraging everyone to stay mindful of their hydration, pace themselves, and ensure the joy of Songkran lasts beyond the celebrations,” he added.
The Drink More Water campaign will run from April 12 to 15 at various hydration stations across Bangkok. Festivalgoers can receive a complimentary popsicle by following @drinkmore.water.rp on Instagram, taking a photo at one of the stations, and sharing it publicly via Story, Reel, or Post. Proof of following and posting is required for redemption.
As part of its broader responsible drinking efforts, Pernod Ricard has also introduced digital labels on more than half a billion bottles across 166 markets, providing consumers with information to support mindful alcohol consumption. The company maintains that genuine conviviality is incompatible with excess and encourages those celebrating Songkran to prioritise moderation and make responsible choices.
