Promoting responsible drinking in Poland
Our customer Real is a major hypermarket chain in Poland, and part of the Metro Group, a strategic global customer. In March 2011, in partnership with Real, we ran our second annual ‘Alcohol is Responsibility. Drink Responsibly’ campaign – marking an evolution in the way we communicate about this important issue directly to shoppers.
The campaign is based on ‘4 party rules’, designed to encourage adults to consume alcohol responsibly. The rules are:
- Have a glass of water between every drink.
- Remember to eat when you drink.
- Don’t drink if you're under age.
- Don't drink and drive.
These rules were prominently displayed on in-store promotional stands and other materials, with hostesses on hand to explain the campaign. Shoppers who signed the declaration ‘I don’t drink and drive’ received a car sticker. On the internet, people could sign up on our Facebook ‘drunk driving’ page. Professor Iwona Wawer of the Warsaw Medical School represented the campaign in the media, adding to its credibility and impact.
The campaign, which ran from March-May 2011, received a very positive response.
- Consumers evaluated it as believable, informative and useful
- 36,127 people signed the ‘I don’t drink and drive’ declaration in store
- 6,200 people signed the Facebook declaration.
Research among Real shoppers found that the most effective messages are quite nuanced, and need to be reinforced in different ways. Consumers presented only with the campaign message, without exposure to the full programme, understood that it was warning against drinking and driving (43%). After seeing the 2011 campaign material, they also understood the more subtle messages of responsible drinking (27%) and the rules of having good fun with alcohol (21%).
We were delighted to work with Real for a second year, cementing our relationship not only as partners in business but also helping their shoppers enjoy our brands responsibly.