Published on: Thursday, June 19, 2008 |
SINGAPORE: "United against drink driving". Well, this is not about the public joining hands to fight against drunk drivers. It is actually a campaign by one of the English top soccer teams, Manchester United, to communicate the responsible drinking message to the public.
Manchester United today launched a two-year partnership with an international drinks company, Diageo, for one of its brands in Asia Pacific.
The partnership will be activated with a through-the-line campaign, "Spirit of Champions" later this year, according to Diageo in a statement here.
The new campaign will be launched in six key Asian markets-China, India, Japan, Korea, Thailand and Vietnam from this September.
The theme of the campaign reflects the behaviour and determination required to be the best and stay at the top of the game. David Gill, chief executive of Manchester United, said the English Premier League (EPL) club strongly supported the use of the sponsorship as a platform for responsible drinking.
"This is an important aspect of our partnership and we are committed to working together to deliver this message in Asia," he said.
Diageo's Asia Pacific Marketing and Innovation director James Thompson said the company had made a long-term commitment to promoting responsible drinking.
Diageo has already been working in partnership with the club on an interactive programme for employees which focuses on alcohol information, awareness and the choices people make when they drink and the importance of drinking responsibly. - Bernama
