Title: Its totally uncool to get drunk An industry approach to change consumer and stakeholder attitudes to
1Its totally uncool to get drunkAn industry
approach to change consumerand stakeholder
attitudes to alcohol
- Benet Slay
- Managing Director
- Diageo GB
2About 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
3Putting 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
4We 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
5Which 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
6So 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
7Setting 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
8Promoting 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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11Promoting 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
12Promoting 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
13Promoting 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
14Promoting 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
15Working 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
16What 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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