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• “Responsibility Today. Everyday”
COUNTRY Poland
TIMING 2017 > 2017
THEME
Responsible drinking
On this page:

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).
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.


VISUAL
- Carrefour magazine with responsible drinking tips
(PNG – 598 ko)
- Carrefour magazine with responsible drinking tips
- Carrefour magazine2
(PNG – 492 ko)
- Carrefour magazine2
- Finlandia 0 alcohol
(PNG – 100 ko)
- Finlandia 0 alcohol
- Finlandia dont bike and drive
(PNG – 22 ko)
- Finlandia dont bike and drive
- Finlandia dont drink and drive
(PNG – 88 ko)
- Finlandia dont drink and drive
- Finlandia dont swim and drink
(PNG – 22 ko)
- Finlandia dont swim and drink
- Finlandia Drink Responsibly
(PNG – 111 ko)
- Finlandia Drink Responsibly
- Finlandia tips poster
(PNG – 568 ko)
- Finlandia tips poster
- Responsibility logo
(PNG – 98 ko)
- Responsibility logo
- Shelf messages
(PNG – 592 ko)
- Shelf messages
- Shelf messages 2
(PNG – 632 ko)
- Shelf messages 2
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Download ALL in ONE (zip file – 3323 ko)