Rum-based tipple Malibu and Olympic diving legend Tom Daley have joined forces to raise awareness of the dangers of drinking near water and the risk of drowning.
The ‘Don’t Drink and Dive’ collaboration, which sees Malibu working with the Royal Life Saving Society, includes a hero film showing Daley wearing custom-knitted swimwear. Set to the Piña Colada song, “If you like the feel of the ocean, and the taste of champagne,” the spot highlights the dangers of drinking and swimming.
Created with Malibu’s global creative agency of record Wieden + Kennedy London, the integrated campaign is also backed by a set of eye-catching OOH display and video content.
The move expands on Malibu’s ‘Do whatever tastes good’ brand philosophy and aligns with the brand’s philosophy of having a good time but being aware of the need to act responsibly near water.
Daley kicked off the campaign at Brighton Beach, with a photo shoot featuring a 2.4m high ‘1 in 4’ statistic. Made from the beaches iconic pebbles the statue raises awareness of the fact that 25% of all drowning incidents in the UK are alcohol-related.
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“What we’re dealing with here is a serious issue, and Don’t Drink and Dive signals Malibu’s fully committed ambition to leveraging a long-term responsible drinking, behaviour-change platform, which raises awareness of the very real risks surrounding alcohol consumption near water,” said Malibu marketing vice president Craig van Niekerk.
Royal Life Saving Society charity director Matt Croxall added that “Sadly the risks of being around water under the influence of alcohol can be underestimated.
“This campaign – while on the surface appearing light-hearted – seeks to resonate and deliver a lifesaving message around the importance of not drinking alcohol and getting into water in any capacity.”
Fans can buy a limited-edition version of Daley’s swimwear from the Olympic hero’s own Made With Love knitwear brand, with the funds raised going towards lifesaving awareness and education.
Malibu has also pledged financial support to the RLSS to assist them in raising awareness around water safety.
