Diageo partners with global K-Pop star SUHO of EXO to promote responsible drinking in the Philippines, across Asia Pacific
“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.
SUHO, a renowned South Korean singer-songwriter, and actor who leads the group EXO, 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.