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• “Start a Party – However you start a party please enjoy it responsibly”
TIMING 2007 > 2007
- To raise awareness of responsible drinking and partying.
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.
- More than 6,000 consumers were reached through club nights.
- 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.