Drinks colossus Diageo hopes to pre-empt curbs on alcohol marketing in the UK through a campaign promoting responsible drinking.

With ‘binge drinking’ – especially among British women – on the rise, Diageo fears alcohol could go the way of tobacco, advertising for which was banned in February.

It has therefore called on its roster agencies to come up with proposals for campaign promoting moderation. The shops toasting this potentially profitable exercise are J Walter Thompson, Abbott Mead Vickers.BBDO, Mother, Bartle Bogle Hegarty and Miles Calcraft Briginshaw Duffy.

Diageo – owner of brands such as Guinness and Smirnoff – has reportedly requested “communications solutions” rather than concepts for actual ads.

In taking this step, the drinks group is following the advice of drinks industry-funded watchdog the Portman Group, which has repeatedly called for moderation messages in campaigns [WAMN: 10-Dec-02; 05-Jun-03].

Data sourced from: BrandRepublic (UK); additional content by WARC staff