drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Responsibility Today. Everyday”
COUNTRY Poland
TIMING 2017 > 2017
THEME
Responsible drinking

CONTRIBUTOR

  • Brown-Forman
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PARTNER(S)

  • Carrefour
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OBJECTIVE

  • To educate consumers and shoppers about responsible drinking.
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DESCRIPTION OF THE INITIATIVE

  • The 6 month communication program was launched in June 2017. 
  • It focused on key responsibility messages that were displayed in the Carrefour chain stores using different tools to convey information to consumers/shoppers (leaflets, catalogues and wobblers).
  • Responsibility messaging was spread across all types of alcohol (not just spirits).
  • The campaign was split into three groups of messages:
    • June to July.  Responsible hosting guide: Responsibility was communicated as a part of summer gatherings with friends.  Key rules of having a responsible party were pointed out like: give your guests wide range of soft drinks, try to avoid salty snacks, be an example of responsible drinking person.
    • August to September. Responsibility as part of typical summer activities: Responsibility as a part of holiday car trips and activities like swimming or riding a bicycle in order to fully enjoy summer in a responsible way!
    • November to December: Responsible Xmas.  The focus was on responsible hosting and safe travelling during Christmas. Especially in terms of the “next day” syndrome (driving the next morning over the BAC limit).
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IMPACT

  • 90 stores across Poland took part.  The initiative featured in 2 issues of the catalogues reaching 2 x 25,000 people.   1,000,000 leaflets were distributed.  The total reach/visibility of the wobblers was 300,000 people.
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