Did you know, it takes about an hour to process a standard unit of alcohol, which is generally 10 grams?* As part of its ongoing commitment to promote responsible consumption, and drinking better, not more, Royal Challenge Packaged Drinking Water has launched its latest campaign, “Choose Bold. Choose Water”, which emphasizes on the importance of staying hydrated when consuming alcohol. Through this campaign, the company aims to promote responsible drinking with a simple yet compelling narrative: Often, choosing water is the bold choice.
Harking back to the Diageo motto of “Drink better, not more”, Royal Challenge Packaged Drinking Water through this campaign and its social engagement is playing an active role in the prevention and reduction of harmful use of alcohol, while also driving awareness on mindful consumption and encouraging individuals to stay hydrated during social occasions. The latest campaign film shares the importance of timely water breaks during moments of alcohol consumption to take care of one’s body.
Talking about this campaign, Ruchira Jaitly, Vice-President, Marketing & Portfolio head, Diageo India said, “At Diageo, we believe in drinking better, not more. And a good way to do this is by ensuring hydration during drinking occasions. Royal Challenge Packaged Drinking Water wants to drive recognition for this life-changing message with the Choose Bold, Choose Water campaign. By focussing on hydration, we want to foster a culture where we celebrate life responsibly and ensuring the well-being of our consumers.”
As one of the prominent packaged drinking water brands, Royal Challenge aims to set a positive example for consumers and to shape behaviour by promoting responsible drinking by choosing hydration for moderation.