Massachusetts Beverage Business


Pernod Ricard USA is expanding placements of video messages from its “Accept Responsibility” campaign via increased presence within the social media landscape.  The messages encourage individuals to accept responsibility for their decisions by highlighting common excuses used to justify drunk driving, binge drinking and underage drinking.  Kellie Raff, Digital Media Supervisor at Carat, the company’s media agency, remarked that such sites as Social Vibe – already are known for their cause-related content – make it easy for users to share the videos with friends.  The messages are hyperlinked back to the Accept Responsibility homepage.  The website is free of any information on, or promotion of, Pernod Ricard brands.  In conjunction with the new messages, Pernod Ricard USA has launched several anti-binge drinking videos on “The Wheel of Excuses”, an interactive feature on its Accept Responsibility site.  Users are able to spin the wheel, and when it lands on an excuse, a video recreates a scenario in which the excuse is often made.

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