Have you heard K-Pop star SUHO's new song on responsible drinking?

SUHO, of K-pop boy group EXO, is promoting responsible and moderate alcohol consumption with an original song, music video and behind-the-scenes footage with alcohol beverage company Diageo. 

Titled "Enjoy the flow, savour every moment", the campaign emphasises the importance of savouring each moment and enjoying alcohol in moderation. 

Don't miss: Nike partners NewJeans on exclusive performance and collection in SG 

The song features familiar sounds associated to a bar such as glasses clinking, and a canned drink opening. It also features sounds of nature and flowing water. The lyrics include messages such as "take it easy", "slow down" and "savour every moment" to remind viewers to slow down and pace themselves with water.

In the music video, SUHO is seen drinking alcohol at a bar and walking into a garden. He later drinks a glass of water to pace himself. The video ends with him walking back into the bar and walking out of the frame. The campaign name appears next to a drink and a glass, as well as a jug, of water. 

The campaign was done in partnership with SUHO and will kick off in South Korea. It will then run in Indonesia, Japan, Philippines, Singapore, Taiwan and Vietnam. The song, music video and behind-the-scenes video will be shared across select Diageo social platforms, as well as EXO's social channels. 

"Enjoy the flow, savour every moment" will direct consumers to DRINKiQ.com, a dedicated, responsible drinking website available in 16 languages and 35 country sites. 

DRINKiQ.com shares valuable resources on alcohol consumption and moderate drinking. During the duration of "Enjoy the flow, savour every moment", the website will spotlight a letter from SUHO. The letter will emphasise the importance of moderation and practical tips. 

“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 messaging around pacing yourself, savouring the moment and not losing yourself," said SUHO in a statement. 

“At Diageo, we are dedicated to promoting moderation and investing in programmes 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, corporate relations director, Asia Pacific.

This campaign comes after Diageo acquired Philippines alcohol brand Don Papa Rum in January last year. The upfront consideration for the deal came out at €260 million with a further potential consideration of up to €177.5 million through to 2028, subject to the company’s performance and its current growth potential, according to Diageo in a press release.

The acquisition will also be funded through existing cash reserves and is expected to close in the first half of 2023.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles: 
Diageo lets you 'video chat' with drink drivers on the wrong side of the road  
Ex-Diageo marketing director Stuart La Brooy joins Sephora in Asia role  
Diageo's SEA senior marketing director Stuart La Brooy steps down