Diageo partners with MTV to launch new responsible drinking campaign

We've launched an innovative new responsible drinking campaign, 'Weekend Not Wasted', in partnership with Viacom Velocity International and its youth brand, MTV.


Weekend Not Wasted aims to target MTV’s social following of over 12 million fans and 52 million TV households across the United Kingdom, Spain, Denmark and Germany. Focussed on 18-24 year-olds, the campaign presents an aspirational message about what becomes possible when you drink responsibly and seize the day.  

Featuring presenters, Becca Dudley, Harriet Rose and Samuel Eni in a three part series, this contemporary campaign will harness MTV’s social and TV audience to engage with 18-24 year olds in a meaningful yet fun way.

Weekend Not Wasted will premiere on MTV’s website, YouTube and social channels as well as being promoted on the brand’s localised TV channels, with the first episode released on the 3rd June 2019.

This new campaign taps into a growing trend of young people leading increasingly busy, jampacked lives who are looking to make the most of every moment.

Working with the creative team from Just So to develop and produce the campaign, we applied our marketing and brand expertise to identify a media partner in MTV that would champion drinking in moderation in a fun and engaging way for its audience.

Commenting on the launch of the campaign, John Kennedy, President Europe, Turkey and India at Diageo, said:

“It’s really important to us that young adults in Europe are informed and empowered to enjoy alcohol in a moderate and sensible way.

“In creating this campaign, we have married our unique marketing insight with the reach and influence of MTV to land the message that excessive consumption of alcohol can prevent you from achieving the most out of your day. This is a really exciting collaboration and we cannot wait to see the response.”

The series will be rolled out online and on-air over four weeks, with each episode depicting a different scenario where a group or individual are seizing the moment, and culminating in a final week where all three episodes play out concurrently.

The campaign is part of our ongoing ambition to promote the moderate consumption of alcohol and builds upon the work of our brands to creative a long-term cultural change.