Tom Daley helps Malibu spotlight risk of alcohol-related summer drownings

Highlights

• Olympic medallist Tom Daley returns in his heat-sensitive trunks to promote water safety
• Malibu's “Don’t Drink and Dive”, initiative first launched in 2024 after alarming statistics revealed 1 in 4 drownings alcohol-related
• 2024 campaign raised awareness of drinking and drowning dangers by 12%

Rum-based coconut flavoured spirit, Malibu, has got Tom Daley back in his briefs – marking the return of “Don’t Drink and Dive”, the brand’s responsible drinking initiative launched in 2024. This year, Tom’s heat-sensitive, knitted swim trunks change colour when temperatures hit 20 degrees, reminding the wearer of the increased risk of drinking and unintentional drowning in hot weather.

Tom left ITV’s This Morning hosts blushing as he delivered the weather wearing nothing but his colour-changing trunks. Designed in collaboration with Malibu and his knitwear brand Made With Love, the thermochromic trunks shift from coral below 20°C to yellow above – a bold reminder of the increased risks of drinking near water in hot weather, ahead of World Drowning Prevention Day (July 25).

Further exploring the alarming statistic that one in four drowning incidents in the UK involve alcohol, new research from Bournemouth University reveals that once temperatures hit 20 degrees and alcohol is consumed, the risk of drowning becomes five times more likely. Research commissioned by Malibu further highlights the danger, revealing that a quarter of Brits admit they take more risks in hot weather, while one in three have gone for a swim after consuming alcohol. A further 80 per cent of the nation felt that one of the contributing factors was that people still aren’t aware of the dangers around drinking and swimming - suggesting there is more work to be done.

Now in its second year, Malibu’s "Don’t Drink and Dive" initiative set out to shift the dial in awareness and saw a positive impact with its 2024 campaign, with an approximate 12 per cent increase in awareness of the dangers of drinking and diving.

“Responsible drinking is a message we continue to land through our brands and Malibu’s Don’t Drink and Dive campaign clearly resonated with consumers the first time around, but the job’s not done!” said Liam Murphy, Marketing Director for Pernod Ricard UK. “Award-winning creative aside, the campaign delivers a clear and simple message that’s easy to forget when consuming alcohol near water this summer. Don’t Drink and Dive!”