The globe's biggest booze behemoth, Diageo, is launching an ad campaign to discourage excessive drinking among younger people in Ireland.

The company's Irish arm is to spend €2 million ($2.5m; £1.3m) on TV commercials, newspaper and outdoor ads aimed at consumers aged between 18 and 29.

The 'Wake up Call' campaign is based on feelings of regret experienced by drinkers after a particularly heavy night. It has been created by Dublin agency Language and launches with a 30-second TV spot. It will build up through the Christmas holiday period, and again in the lead up to St Patrick's day in March.

Says Diageo Ireland's head of corporate social responsibility, Beth Davies Ryan: "The advertising campaign has been developed from consumer insights, in the same way that we develop our brand advertising."

She claims the company, whose brands include Guinness, Smirnoff and Budweiser, is the first to put the same level of research and creativity into sensible drinking campaigns as it does into advertising its products.

Data sourced from; additional content by WARC staff