DMHT Unveils "Drink Smart, Enjoy More" Campaign Featuring "Na Sathi" for Responsible Drinking

Diageo Moët Hennessy (Thailand) Ltd.  or DMHT , a leader in premium imported alcoholic beverages, has launched the "Drink Smart, Enjoy More" campaign through its DRINKiQ initiative, which has championed responsible drinking for over a decade. This campaign introduces "Na Sathi," a character crafted to remind and inspire the younger generation towards responsible drinking. Na Sathi,” a wise figure riding on a cloud with a trendy street style, not only appeals to younger audiences visually but also engages them through both online and offline activities.

Na Sathi’s introduction begins with a feature in a spin-off video of the viral "Pobcast" skit, presenting ghost stories that highlight the consequences of careless behavior, reminding viewers to enjoy life thoughtfully. Offline, Na Sathi will connect with audiences at the Untitled Case Story Theater: Myth-Believer event, where a dedicated booth will present stories of responsible drinking in an innovative and relatable format. Central to the campaign’s message is the promotion of responsible drinking as a way to prevent harm, fostering self-awareness and a mindful approach to enjoyment throughout the campaign.

Inspired by art toys currently popular among Thais, Na Sathi’s design carries deep meaning through its approachable character. The warm amber hoodie symbolizes joy and energy, while the rich gold jogging pants represent insight and awareness. His cyan blue cloud, symbolizing creativity, serves as a reminder of the importance of personal responsibility when drinking. Na Sathi's character reinforces that drinking responsibly not only enhances enjoyment but also underlines the importance of knowing one's limits.

Mr. Puneet Narang, Managing Director of Diageo Moët Hennessy (Thailand) Ltd., commented: "We are dedicated to fostering a culture of responsible drinking, or ‘positive drinking,’ which is one of the goals of our 10-year sustainability plan, SOCIETY 2030: SPIRIT OF PROGRESS. Our ‘Drink Smart, Enjoy More’ campaign marks a significant step in making responsible drinking accessible and engaging. Through Na Sathi, we aim to share accurate information about alcohol consumption in a memorable way, making responsible drinking a choice that anyone can embrace."

For over 10 years, DMHT has promoted responsible drinking through DRINKiQ, receiving positive consumer feedback, which reflects growing interest in safe alcohol practices. The DRINKiQ website offers extensive resources on alcohol, including its effects on body and mind, self-care tips for before and after drinking, the importance of not drinking and driving, and interactive quizzes to enhance consumer awareness. This initiative also extends its reach through tailored training and content for individuals and organizations, promoting the development of a sustainable culture of responsible drinking in Thailand.

Through Na Sathi, DMHT seeks to make responsible drinking both enjoyable and easily accessible. Follow Na Sathi across various communication channels, and watch the campaign launch video.