drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Start a Party – However you start a party please enjoy it responsibly”
COUNTRY Belgium
TIMING 2007 > 2007
THEME
Responsible drinking

CONTRIBUTOR

  • Diageo
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OBJECTIVE

  • To raise awareness of responsible drinking and partying.
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DESCRIPTION OF THE INITIATIVE

  • The initiative was promoted through a poster campaign which included responsible drinking posters featuring "Glitter Ball Man" the face of the campaign.  A promotions team engaged with consumers to communicate responsible drinking messages though leaflets and free water bottles.
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IMPACT

  • More than 6,000 consumers were reached through club nights.
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EVALUATION

  • After the campaign 600 participants aged between 20 and 26 were evaluated.  30% of respondents recognised responsible drinking as the campaign's key message and more than 80% thought the J&B brand promotion of responsible drinking was a good idea.
 
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