Chillax launches advertising campaign focussing on responsible drinking
Chillax has launched an advertising campaign for its drink, which can be used as a mixer, focussing on calm and responsible drinking.
Following campaigning from Alcohol Concern CYMRU calling for an end to advertising energy drinks as mixers, Chillax is promoting itself as a 'naturally chilled' drink, with the strapline ‘Change the Habit of a Night Time’.
The marketing also contains the ‘drink aware’ symbol, which the company says is a first for a ‘functional’ drink.
Ray Averre, creator of Chillax, said: “Many drinkers today set out with the sole ambition of becoming so intoxicated that they render all control and often end up disgracing themselves or even causing harm. This attitude needs to change. Drinking is supposed to be a social act that brings people together, as an accompaniment to good conversation, and to help you unwind and ease stress. We want to change the way people think about drinking to make it a more calming, reflecting the ethos of our Mediterranean neighbours and generate a pleasurable experience for all concerned through taking a more responsible approach.”