DIAGEO and INSEAD: Marketing Safe Driving to MBAs

After the death of an INSEAD MBA participant in a drink driving accident, students and administrators were determined to find a way to change MBA attitudes towards drinking and driving and promote safer behaviors. Supported by Diageo’s corporate citizenship arm, INSEAD MBAs must devise a local solution to a global problem.

The case gives students experience in developing a social marketing campaign directed at changing attitudes and behaviours regarding alcohol and driving. It also examines the corporate social responsibility initiatives of Diageo, a major producer of alcoholic beverages.