As Drinkwise Australia describes, its 'How to Drink Properly' campaign provides "classy as f*** drinking tips." The instructional animation from Melbourne-based agency Clemenger BBDO adopts a black and white style that's reminiscent of the opening credits of Mad Men to provide a guide on how to drink and just as importantly, how not to drink.
The dapper guide in this series advises staying away from amateurs who don't know their limits and get themselves into serious trouble. The video also details the experience of drinking, from the buzz you get when you enter "the realm of drinking excellence," to the downward spiral that follows afterwards. Few government drinking advisories show as much style and humor as well as this this advertisement manages to pull it off.
Gentlemanly Drinking Guides
Drinkwise Australia Details 'How to Drink Properly'
Trend Themes
1. Classy Drinking - There is an opportunity for businesses to create products and experiences that cater to consumers seeking classy and sophisticated drinking experiences.
2. Responsible Drinking - There is a growing demand for initiatives and campaigns that educate consumers on responsible drinking practices, presenting opportunities for businesses in the alcohol industry to promote responsible consumption.
3. Humorous Advertising - Humorous and engaging advertising campaigns can capture consumer attention and effectively communicate important messages, presenting opportunities for businesses to create impactful marketing strategies.
Industry Implications
1. Alcohol - The alcohol industry can leverage the trend of responsible drinking to develop and promote new products that align with responsible alcohol consumption.
2. Hospitality - Hospitality businesses, such as bars and lounges, can embrace the trend of classy drinking by curating sophisticated drink menus and creating refined drinking experiences for customers.
3. Advertising and Marketing - Advertising and marketing agencies can tap into the trend of humorous advertising and help businesses develop creative and impactful campaigns that effectively convey important messages.