Its totally uncool to get drunk An industry approach to change consumer and stakeholder attitudes to

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Its totally uncool to get drunkAn industry
approach to change consumerand stakeholder
attitudes to alcohol

• Benet Slay
• Managing Director
• Diageo GB

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About Diageo

• The worlds largest premium drinks company
• Many long-established brands
• Diageo in Scotland
• 50 million cases Scotch Whisky/white spirits per
  year
• 6 million cases ready to drink per year
• Employs over 4,000 people
• 27 malt distilleries and two grain distilleries

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Putting responsible drinking into context

• Diageos purpose is Celebrating life. every day,
  everywhere
• This guides everything we do - it is enduring and
  it
• Shapes our personal and collective ambitions for
  the scale and reach of our business
• Speaks to our incredible brands and the pleasure
  they can bring to our consumers
• Stimulates us to think and act on our role in
  society and our local communities

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We have an agreed set of ambitions

• To make a significant and sustainable impact on
  how alcohol is valued in society
• To engage a broad range of stakeholders in the
  debate
• To develop remarkable alliances to promote
  responsible drinking
• To be widely admired for our industry leadership
  in responsible drinking
• Ultimately, make it totally uncool to get drunk

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Which has required a step change in how we work

• Insight-based, impactful consumer programmes to
  change attitudes to alcohol
• Under 18s
• 18-24 year old (binge) drinkers
• Drivers
• Industry united and mobilised
• Employees act as ambassadors for Diageo
• Robust measurement and evaluation of programmes

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So what does this mean in practice?
Leading in responsible drinking
Setting world-class standards in marketing,
promotionand innovation
Promoting a shared understanding of what
responsible drinking means
Working in partnership with others to combat
alcohol misuse
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Setting world-class standards in responsible
marketing

• Diageo Marketing Code, Responsible Research
  Policy, Digital Governance Guidelines
• Industry leading
• Owned by Marketing
• Robust sign-off process
• The Portman Group Code, SWA Code, European Forum
  for Responsible Drinking Common Standards and
  others

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Promoting a shared understanding of responsible
drinking

• The Choice is Yours
• First integrated campaign for responsible
  drinking broadcast, press, poster, digital
• Two TV adverts, showing the difference between a
  good and a bad night out
• Lets see the ads

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Promoting a shared understanding of responsible
drinking

• Latest evaluation shows Choices is
• Highly visible - 63 recognised it
• Engaging, clear and understandable - 80
  understood the main message to be about
  responsible drinking
• Real - helped bring home a sense of personal
  awareness. 92 saw behaviour as realistic, 92
  said it made them think, 89 said it made them
  aware of the choices they have when drinking
• Right for Diageo - 95 said it's good to see
  alcohol companies advertising a responsible
  drinking message
• Highly effective - 62 more likely to consider
  drinking responsibly as a result of it
• Millward Brown November 2007

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Promoting a shared understanding of responsible
drinking

• Know Whats In It
• NUS
• Budda Bars in Glasgow
• Drinkaware Trust
• Diageo Alcohol Beverage Information Policy
  labelling
• www.drinkaware.co.uk/www.truthaboutbooze.com

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Promoting a shared understanding of responsible
drinking

• Engaging customers on responsible drinking
• Tesco in-store campaign
• 1,500 stores
• 17 million shoppers a week
• Best Bar None
• ServeWise

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Promoting a shared understanding of responsible
drinking

• Employees as ambassadors
• Employee Alcohol Awareness Workshop
• Piloted with external partners in Scotland
• Wide sharing with private and public sector
  planned for spring 08
• Strong commitment to National Alcohol Awareness
  Week in Scotland

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Working with others to combat alcohol misuse

• Under 18s programmes
• CragRats theatre group - 224 secondary schools
  across Ayrshire, Fife, Edinburgh and the Lothians
  since 2005
• Mentor UK Awards scheme winner of Schools
  category The Greater Easterhouse Alcohol
  Awareness Project (Glasgow)
• Fife Constabulary - Boozebusters
• Strengthening Families training to be piloted in
  Scotland in 08
• Anti-drink-drive

• Corporate partner of road safety charity Brake
• Central Scotland Police and Central FM
• Scottish Government Alcohol Industry
  Partnership

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What next?

• Leading world class standards
• Add value where we know we can
• Strong and consistent industry engagement
• Deliver through exceptional partnerships
• Bring balance to the debate especially through
  media
• Be an honest partner in tackling alcohol harm
• Influence consumer attitudes to alcohol make
  drunkenness uncool
• Encourage people to celebrate life every day,
  everywhere responsibly!

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