Many 'Pledge to Drink Right' at Smirnoff Dream Weekend
Smirnoff Dream Weekend (SDW) 2014 was a huge success with thousands of local and visiting patrons from Holland, Toronto, Japan and New York. For these patrons, the weekend was not only about partying, but doing so responsibly.
Red Stripe's 'I Pledge to Drink Right' team took the initiative, even before the event, to enforce measures that would permit only those of legal drinking age into the events, thereby curbing underage drinking at all 10 parties. Upon presentation of a valid ID, patrons were banded with a 'Drink Right' armband, making them eligible to receive Smirnoff cocktails at the bar.
This year at SDW, the company used a different approach in pushing the message of responsible drinking to patrons. More than 1,000 patrons signed the 'Drink Right' signalling their commitment to the cause. Ambassadors were also seen going through the crowd with the Drink Right mug photo frame taking pictures with patrons.
Responsible drinking was one of the promoters' major priorities as they made provisions for rehydration at the events and provided ample transport to and from the events, all complimentary. Disc jocks were also encouraging patrons to party and drink responsibly, announcing that, after every three cups of alcohol, patrons must rehydrate with a bottle of water.
According to Kamal Powell, brand public relations manager for Red Stripe, "It was a pleasure once again seeing the Red Stripe's 'Drink Right' execution in full effect. The implementation of the ID system continues to work perfectly, it was well received by patrons and we will continue to push it at events we're associated with."