drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

< BACK TO SEARCH RESULTS
• “Drink Wise! 0 Alcohol Minors”
• “BBBien! 0 Alcohol Menores”
COUNTRY Spain
TIMING 2013 > Ongoing
THEME
Underage drinking

CONTRIBUTOR

  • Diageo
TOP ^

PARTNER(S)

  • Eroski (supermarket/hypermarket chain)
TOP ^

OBJECTIVE

  • To promote point of sale accountability.
  • To raise awareness that underage should not drink.
TOP ^

DESCRIPTION OF THE INITIATIVE

  • Beginning in December 2013, Diageo partnered with supermarket retailer Eroski to launch a point-of-sale education campaign as part of its “BBBien!” initiative, enlisting the support of consumers in efforts to prevent underage alcohol consumption.
  • With the help of Eroski staff members, the campaign encourages customers over 18 years old who purchase alcohol products to sign a “pact” agreeing to consume responsibly and not supply underage youth with alcohol.
  • On 18 December the actors Maxi Iglesias and Elena Furies opened the campaign. Acting as mentors they shared the campaign message with Eroski consumers.
  • It is promoted through leaflets, social media. The BBBien! Facebook page is the main channel for the dissemination of campaign information.
TOP ^

IMPACT

  • 100 Eroski centres and 2,000 Eroski staff members take part.
  • An average of 6 million people were engaged during the first month, particularly through online resources and social media.
  • 77 million were reached during 2014 and 100 permanent displays were displayed in stores.
  • The media were involved and committed to the message generating currents of opinion and debates: by April 2014, 106 media impacts were registered (4 tv news with interviews, 13 interviews in radio, in nearly all main national radiostations, 82 online news, including a videoweb, 7 in print media). 13 million people were reached through the media coverage.
  • 500 stakeholders were contacted (Government, industry, politicians).
  • BBBien has over 4,500 followers on Facebook and Twitter. The posts have reached nearly 9,000 Facebook users. 300 new users joined over the Christmas 2013 period.
TOP ^
< BACK TO SEARCH RESULTS
Latest initiatives RSS feed DOWNLOAD

VISUAL

MORE INFORMATION

-----------------------------
Download ALL in ONE (zip file – 2312 ko)