Industry Watch: Goldschlager's Take on Prevention

What They Say:

"It is essential that our marketing communications depict only moderate and responsible drinking. .We will not appear to condone or encourage excessive or irresponsible drinking."

- Diageo Marketing Code

What They Do:

A current ad campaign for Diageo's Goldschlager Cinnamon Schnapps Liqueur appears in Stuff , Blender and Maxim — all young men's magazines with an underage readership just below 30 percent. Each ad features young looking male models — like these guys wearing protective sports gear in preparation for drinking. The message across the bottom: "Drinking a shot with friends should be enjoyable. So be careful out there." But why the protective gear? These two-fisted drinkers are clearly planning to get hammered.

Ad from Stuff	Ad from Blender	Ad from Maxim