BY ROY ALBERT ANDRADE, K1LLER, Inc.
LONDON, UNITED KINGDOM - Diageo plc is one of the world's largest producers of premium alcoholic beverages, including an incredible collection of over 200 brands, and 400 years of distilling heritage, sold in 180 countries. The prosperity of Arthur Guiness, John Walker, Charles Tanqueray, Pyotr Smirnoff, and many others invested in brewery production led to the formation of Diageo plc on December 17, 1997.
Diageo produces their iconic brands in over 200 manufacturing production facilities from around the world, namely 30 countries, comprised of malt houses, breweries, vineyards, distilleries, packaging plants, wineries, maturation warehouses, and distribution plants. Diego's collection of global iconic brands consists of spirits, beer, and wine. Some of these brands include, Smirnoff, Crown Royal, Jose Cuervo, Guinness, Don Julio, and Captain Morgan. Diego plc is listed on the New York Stock Exchange (NYSE), and the London Stock Exchange (LSE).
Diageo plc released a 60-second film entitled "Leave as You Arrived," directed by Grammy Award winning Swedish director, Jonas Akerlund, showcasing David Beckham and his friends drinking responsibly at the Haig Club in Miami, Florida. The film was produced to encourage drinking Diageo plc alcoholic beverages in moderation, and plays out in reverse - the end of the film is in fact the beginning.
"Responsible drinking is an integral part of the HAIG CLUB philosophy and we have a shared belief with our business partner, David Beckham, about quality over quantity and the importance of drinking in moderation. #LeaveAsYouArrived was designed to showcase the benefits of drinking in moderation on a night out. HAIG CLUB believes that looking as good leaving the bar as when you arrived, is the epitome of style," said Ronan Beirne, Global Brand Director.
"There are many reasons why I wanted to partner with Diageo on HAIG CLUB, and one of them is their commitment to responsible drinking. Jonas did a very nice job bringing our idea to life with this new film," shared David Beckman, global icon and HAIG CLUB business partner.
"Being stylish and in control go hand-in-hand. This campaign shows just how aspirational drinking in moderation has become, and is all about encouraging adults who choose to drink, to do so responsibly. Encouraging moderation is not in conflict with our goals as an alcohol producer: in fact, it lines up very clearly with our values and aims as a business. We want to lead people towards drinking better, not more, and this campaign is a powerful example of how our brands are helping us to do that," remarked Carolyn Panzer, Global Alcohol in Society Director, Diageo.
Shawn W. Anderson