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Responsible drinking programmes
supported by European spirits producers

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• “Christmas activity VIP cars - 0 alcohol at the wheel!”
COUNTRY Spain
TIMING 2008 > 2009
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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OBJECTIVE

  • To promote responsible alcohol consumption.
  • To encourage the use of the designated driver.
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DESCRIPTION OF THE INITIATIVE

  • Competition to win a night out with a designated driver in a J&B branded car was ran during December in Barcelona. On-trade consumers were encouraged to take part in the competition.
    • As well as a prize for everyone entering, the winner received a night's transportation to four venues in the city.
    • The designated driver wore a t-shirt with responsible drinking messages on it.
    • The car was branded with the key "0 alcohol at the wheel!" message.
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IMPACT

  • 37,000 young people aged between 18-35 received an e-mail promoting the campaign.
  • 680 entered the competition and all received lanyards with responsible drinking messages.
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EVALUATION

  • Research carried out by Milward Brown showed that consumers:
    • Found the link beween the J&B brand and responsible drinking positive.
    • Felt that the responsible drinking message was of value to them and changed their attitude.
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