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Diageo takes new tack in TV ad push for sensible drinking.
(From Off Licence News)
Byline: Rebecca Evans
Diageo is planning a another burst of responsible drinking TV ads this month, this time focusing on both the "positives and negatives" of alcohol.
While details have not yet been revealed, corporate affairs director Vicki Nobles said the tone of the ads would be different from the first campaign, which was launched last year.
"We have done some research and taken the learnings from the first campaign, which was about social erosion. This campaign will look at the positives and the negatives, the good and bad about alcohol. It has tested very well." Diageo also plans to expand its work with retailers, following a responsible drinking link-up with Tesco (OLN, Oct 19). "It's good to be working with Tesco and we're looking to do more. We're looking at a piece of work that will help an on-trade group and an off-trade group. It will help ...
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