以春风为约，保乐力加中国以创意践行“理性饮酒”社会责任

Core Viewpoint - The article highlights the "Spring Breeze" campaign initiated by Pernod Ricard China, promoting the message of "no drinking and driving" through engaging and creative methods, aiming to enhance public awareness of responsible drinking [2][10]. Group 1: Campaign Overview - The campaign, titled "Spring Breeze Just Right, Cheers but Not the Steering Wheel," was launched on March 27 and covers five major cities: Beijing, Chengdu, Hangzhou, Wuhan, and Shenzhen, involving over 100 bars nationwide [2][8]. - The initiative combines online and offline activities to advocate for responsible drinking, aiming to upgrade the practice within the alcohol industry [2][8]. Group 2: Innovative Approach - Pernod Ricard China has moved away from traditional messaging, integrating youthful expressions with serious warnings about drunk driving, making the campaign more engaging and relatable [6][11]. - The campaign utilizes AI technology to create creative videos that blend the message of rejecting drunk driving with everyday urban life, fostering emotional resonance between consumers and the brand [6][11]. Group 3: Practical Measures - The campaign includes real-time reminders at bars through promotional materials and the distribution of over 20,000 ride-hailing and designated driver vouchers, facilitating safe travel options for consumers [8][11]. - This "scene promotion + practical guarantee" model transforms the message of rejecting drunk driving from mere slogans into actionable choices, positioning bars as venues that embody brand values [8][11]. Group 4: Long-term Commitment - Pernod Ricard China has consistently focused on three core issues: "no drinking and driving," "drink water between drinks," and "drink responsibly," demonstrating a long-term commitment to social responsibility [10][11]. - The company has launched various initiatives, including the "2030 Corporate Social Responsibility Action Plan" and immersive VR experiences to educate the public on the importance of sober driving [11].