Eager to avoid a crackdown on alcohol marketing, Allied Domecq plans to introduce messages encouraging responsible consumption of its drinks into its global ads.

The scheme is the brain-child of ceo Philip Bowman and chief marketing officer Kim Manley, who revealed he wants Allied to “take a leadership position in the industry.”

Two campaigns, both handled by Bates UK, have been earmarked to include such messages: pan-European ads for Ballatine’s whisky and the launch push for Tia Lusso.

News source: BrandRepublic; additional content by WARC staff