Diageo taps K-pop star Suho to promote responsible drinking

Diageo Philippines announced the launch of a new regional responsible drinking campaign in Asia Pacific with Suho of K-Pop boy group EXO, to promote responsible and moderate alcohol consumption.

The campaign kicked off in South Korea and will run in the Philippines.

“At Diageo, we are dedicated to promoting moderation and investing in programs that encourage responsible alcohol consumption. This groundbreaking campaign with Suho enables us to tap into the growing influence of K-culture, engaging adult consumers across Asia Pacific in a creative way to make more mindful choices and embrace moderation,” said Wilson Del Socorro, Diageo corporate relations director for Asia Pacific.

The ‘Enjoy the Flow, Savour Every Moment’ campaign will feature an original song recorded by Suho, a music video and behind-the-scenes footage that emphasize the importance of savoring each moment and enjoying alcohol in moderation.

The track blends familiar sounds from a bar, such as glasses clinking, with sounds of nature and flowing water to produce multiple layers of music. The accompanying lyrics remind listeners to take it easy, slow down, savour every moment and also to pace themselves with water.

A renowned South Korean singer-songwriter and actor who leads the group EXO, Suho brings his own unique perspective to the campaign.

Suho, with his superpower ‘water’ in the EXO universe, is expected to align well with one of the key messages of the campaign – that staying hydrated by drinking water regularly is an important way to encourage moderation.

“I’m happy to participate in a purposeful campaign, where I can share meaningful messages for a good cause. Occasionally when I do have a drink, I make sure to drink in moderation. I really like how we’ve weaved into the song and music video the messaging around pacing yourself, savouring the moment and not losing yourself,” he said.

The campaign will direct consumers to DRINKiQ.com, a responsible drinking website available in 16 languages and 35 country sites.

During the campaign, the site will spotlight a letter from Suho on the importance of moderation and practical tips such as pacing drinks with water and enjoying beverages with food.

Diageo is a global company whose products include Johnnie Walker, Singleton, Smirnoff etc.