Pernod promotes hydration at Songkran

As Thailand celebrates Songkran Festival from April 13-15, Pernod Ricard is promoting hydration through its ‘Drink More Water’ campaign in Bangkok for a second consecutive year. The initiative, aimed at promoting moderation and raising awareness about the risks of binge drinking, takes on a fresh local twist for 2025.

This year’s campaign creatively blends hydration with Thai street culture, offering festival goers a refreshing break through the use of familiar elements such as shaved ice and chilled beverages. In a move to connect more deeply with the public, hydration stations designed to mimic local bus stops have been set up at three of Bangkok’s busiest Songkran hotspots: Silom Complex, Siam CentralWorld, and Donki Thonglor.

These stations provide free popsicles and bottled water, giving attendees a much-needed respite from the summer heat. Adorned with festive visuals, the stations also double as resting spots, while brand ambassadors on-site engage visitors in conversations about mindful drinking and the importance of staying hydrated.

“Songkran is Thailand’s most beloved holiday, a time to celebrate with friends and family,” said Patrick Castanier, Managing Director of Pernod Ricard Thailand. “At Pernod Ricard, we’re dedicated to helping consumers make mindful choices about when, how, and how much to drink during this festive season.” He added, “This year, we’re reimagining hydration in new and exciting ways, encouraging everyone to pace themselves, stay hydrated, and make the joy of Songkran last long after the celebrations end.”

The Drink More Water initiative is part of Pernod Ricard’s broader global Sustainability & Responsibility strategy, ‘Good Times from a Good Place’. Launched internationally in 2021 and expanded to nine Asia-Pacific markets in 2023, the campaign has already reached over 600 million people online and impacted more than 23 million on ground across 61 global markets.

By weaving together safety, culture, and celebration, the campaign continues to offer festival goers an easy and accessible way to stay refreshed while enjoying one of Thailand’s most cherished traditions.