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Pernod Ricard launches first corporate campaign, promotes 'conviviality' - video

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Pernod Ricard has used its debut corporate campaign to defend the concept of 'conviviality', as research shows consumers are less likely to meet with friends face-to-face in the digital age.

The campaign, which rolls out from this month, is Pernod Ricard's first to focus on the company rather than any of its brands and highlights what the group stands for, a spokesperson has told just-drinks. The digital activation includes a ten-minute documentary in which consumers from countries including South Africa, China and Germany explain what socialising means to them.

Pernod Ricard, which uses the tagline 'createurs de convivialite' in its corporate logo, said it wants to "turn people into ambassadors for the concept of conviviality".

Alcohol sales are under pressure around the world as consumers face more choice in how to spend their spare time. Pernod Ricard's new campaign does not explicitly mention types or brands of alcohol, but conveys the idea that socialising with people can be aided by sharing a drink. Meanwhile, research commissioned by Pernod Ricard promotes the idea that consumers today need assistance in getting together as digital technology such as smartphones and the Internet present obstacles to "conviviality".

UK data shows that almost 80% of people surveyed had shunned seeing friends or family in person, in order to stay at home to stream a film or TV programme. At the same time, nearly two-thirds of UK citizens feel their country is a less convivial place than it used to be five years ago.

The new campaign, including 'The Power of Conviviality' documentary, will launch globally from this month with a simultaneous roll-out in the US and UK. Pernod Ricard has partnered with media company Vice to promote the campaign and the documentary will feature on several of the platform's social networks, especially in the US, UK and China.

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