White rum-based coconut spirit Malibu and five-times Olympic medalist and diving champion Tom Daley have teamed on a campaign to raise awareness of the dangers of drinking alcohol in/around water, a first for the category. Created in collaboration with global creative agency Wieden+Kennedy London, the “Don’t Drink and Dive” campaign aims to keep the issue front-of-mind to keep the fun times safe this summer and beyond.
Malibu is launching the campaign in partnership with the U.K.’s leading water safety education and awareness charity, the Royal Life Saving Society UK (RLSS UK), which reports that 1 in 4 drowning incidents are alcohol-related.
This hero public service film features the newly retired Daley wearing custom knitted swim briefs and includes lyrics from the Piña Colada song, “If you like the feel of the ocean, and the taste of champagne,” to highlight the dangers of drinking and swimming.
Jenny Brough directed and led photography for the campaign via WracK, W+K London’s in-house production studio.
The knitted apparel emblazoned with the “Don’t Drink and Dive” message, worn by Daley for the campaign, is also exclusively available to buy, as a limited-edition capsule collection from his own Made With Love brand, with all proceeds from every purchase being donated to RLSS UK.
