Beverage Brands, maker of the alcopop WKD, is launching a responsible drinking campaign aimed at 18-25 year olds on nights out.
The poster-led campaign, designed by WKD account incumbent Big Communications, is called 'Look after your mates' and centres on the message that friends should look out for one another when out drinking.
Big's executive creative director, Dylan Bogg, said the agency worked with university students to test ideas for the creative.
He said: "In order to ensure that the campaign related to our audience we worked for a year with students at De Montfort University.
"They produced ideas alongside our own and we tested all the ideas on the student body to arrive at the final campaign. The ‘look after your mates’ approach stood out.”
Karen Salters, joint managing director for Beverage Brands, said the best way to get the message across is to use a tone that reflects friendly advice, rather than strict instructions.
"We’re using realistic and easily recognisable situations so as to strike a chord with consumers, and we’re relating scenarios to things that really matter to this audience: relationships and money," Salters said.
"At 20, long-term health issues may not concern them, but being injured or looking stupid in front of their mates will," she added.
Beverage Brands is sending out the campaign packs to about 30,000 licensees this summer.