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Responsible drinking programmes
supported by European spirits producers

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• “A night to remember or to forget? The Choice is yours”
• “¿una noche para recordar? ¿o para olvidar? La decisión es tuya”
COUNTRY Spain
TIMING 2007 > 2008
THEME
Responsible drinking

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • ECO ( National Association of Businessmen for Quality Entertainment)
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OBJECTIVE

  • To reinforce existing responsible behaviour as well as encourage those with risky drinking behaviours to re-evaluate their attitude to misuse.
  • To encourage consumers to make informed and sensible decisions about their alcohol consumption.
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DESCRIPTION OF THE INITIATIVE

  • The fully integrated responsible drinking campaign built on the recognition that consumers need to be approached from two directions in terms of attitudes to alcohol: the fear of social erosion on the one hand and the encouragement of a more positive attitude on the other.
  • Tailored to the Spanish market, the campaign included broadcast, outdoor and print advertising. Two ads were created: the first was aimed at a female audience and followed the fortunes of a young woman at a house party. The second featured a young man spending the evening socialising with friends. Both started by showing the story of the male and female drinking and having a great time with their friends and enjoying their night out. However both adverts also flipped to show how drinking irresponsibly has a negative impact on their evenings – the adverts show that everyone has a choice on a night out. The Spanish ads first aired in December 2007 to ensure a sustained responsible drinking message reached consumers in the lead up to the festive season.
  • In addition, during December 2007, Diageo and ECO joined together to bring the campaign message to the point of consumption in Madrid. Teams visited premises to hand out information materials carrying responsible drinking tips and the main “a night to remember? Or to forget? The decision is yours” message.
  • At the Expo Zaragoza 2008 (14 June to 14 September) teams handed out cards with responsible drinking, public transport information and the main campaign message. The cards wre also available in hotel premises. Stickers, posters and t-shirts that were also distributed.
  • The campaign was part of the Diageo pan-European campaign "Choices" (Europe/Choices).
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IMPACT

  • December 2007: over 500 premises were visited and more than 750,000 locals reached.
  • Expo Zargoza: over 20,000 information cards were handed out.
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EVALUATION

  • An independent study carried out after the December campaign: after seeing the TV spot 51% of females said they were likely to consider responsible consumption, compared with 48% of males.
  • 24% of respondents stated that the ad had changed their attitude to alcohol that night, and 22% had moderated their consumption. 63% considered it good that a spirits company undertake such a campaign. 39% thought it very credible that a spirits company promote responsible consumption with 16% considering that it's a responsibility to do so. 74% thought that this type of action focussing on responsible consumption was useful and 93% agreed the campaign was about the socially responsible consumption of alcohol.

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