drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Initiative 18+”
COUNTRY France
TIMING 2005 > 2009
THEME
Underage drinking

CONTRIBUTOR

  • Moët-Hennessy-Diageo
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PARTNER(S)

  • Monoprix
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OBJECTIVE

  • To reinforce existing legislation (Youth Protection Act) regarding underage drinking.
  • To promote the legal purchase age modification in France (18 for all alcoholic beverages).
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DESCRIPTION OF THE INITIATIVE

  • Leaflets containing information on: alcohol and the metabolism; alcohol and the law; tips for responsible drinking and inappropriate consumption (under 18, pregnant women and drinking-driving) were distributed in the on and off-trade as well as through marketing, external affairs and sales events.
  • Monoprix displayed the leaflet in all 230 stores across the country over the campaign’s duration.
  • In March and April 2009 meetings were held with journalists to seek improvement to the leaflet.
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IMPACT

  • Average one million leaflets distributed yearly since 2007.
  • 3 meetings were organised to update the leaflet with 15 journalists taking part.  Modifications to the leaflet were suggested.
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VISUAL

    • 18+
      (JPG – 32 ko)

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Download ALL in ONE (zip file – 32 ko)