Diageo takes new tack in TV ad push for sensible drinking

02 November, 2007

Drinks giant highlights "positives and negatives" and announces retailer work

Diageo is planning a another burst of responsible drinking TV ads this month, this time focusing on both the "positives and negatives" of alcohol.

While

details have not yet been revealed, corporate affairs director Vicki Nobles said the tone of the ads would be different from the first campaign, which was launched last year.

"We have done some research and taken the learnings from the first campaign, which was about social erosion. This campaign will look at the positives and the negatives, the good and bad about alcohol. It has tested very well."

Diageo also plans to expand its work with retailers, following a responsible drinking link-up with Tesco (OLN, Oct 19). "It's good to be working with Tesco and we're looking to do more. We're looking at a piece of work that will help an on-trade group and an off-trade group. It will help with difficult issues around under-age purchases. We'll give them tools to help with those conversations. We're also looking to talk to other major retailers," Nobles said.

Retailers should make sure their staff are informed about laws on under-age drinking

and confident in refusing sales, Nobles added.

"What's important is not just to give them the information, but to empower them and that's a shift in emphasis - it makes it much less stressful for staff. That's why we're planning this work with retailers. It's easier for the big companies but less easy for the smaller businesses, who may have quite a high turnover of staff," she said.

Diageo is extending its student-centred campaign - Know What's In It - to 20 campuses, and bars in Brighton, Lancaster and Strathclyde this autumn. The push uses POS material, plasma screens and unit calculator giveaways to teach students about alcohol units.




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