Transcript Gerard Hastings presentation

Alcohol Marketing:
from the horse’s mouth
Professor Gerard Hastings
Dublin
September 15th 2010
ISM Institute for Social Marketing
Structure
1. What is marketing?
2. Alcohol marketing works
3. The regulations do not
4. Conclusion: reduce exposure
What is marketing?
The processes business uses to encourage
consumption of its products:
– Multifaceted
– Strategic and long term – relationships
not just transactions: the who as well
as the what
– Seeking to influence the behaviour of
customers and stakeholders
What is marketing?
mass media
advertising
billboards press
television
What is marketing
other marketing
communications
point of
free
sale mass media samples
advertising
brand
internet billboards press stretching
television
product
sponsorplacement
ship
packaging
What is marketing
other marketing
communications
point of
free
sale mass media samples
advertising
brand
internet billboards press stretching
television
product
sponsorplacement
ship
packaging
This is what we tend to focus on
What is marketing
other marketing
communications
point of
price
sale mass media promotions
advertising
internet
pack
design
cinema press
billboards
sponsorbranding
ship
merchandising
Cumulative impact: these communications are
designed to reinforce and support one another
What is marketing
consumer
marketing
other marketing
communications
point of
free
sale mass media samples
advertising
product
brand
price
design internet television press stretching
billboards
product
sponsorplacement
ship
packaging
distribution
What is marketing
stakeholder
marketing
corporate
affairs
consumer
marketing
social
marketing
other marketing
communications
point of
free
sale mass media samples
advertising
product
brand
price
design internet television press stretching
billboards
product
sponsorplacement
media
ship
packaging
knowComp
how
analysis
distribution
corporate
social
responsibility
DAT Out of Hell?
(Steinman 1977)
Structure
1. What is marketing?
2. Alcohol marketing works
3. The regulations do not
4. Conclusion: reduce exposure
We know marketing
influences young people
This is clear for
•
tobacco √
(Cochrane Collab, 2005)
•
unhealthy food √
(WHO, 2006)
•
and alcohol ….
(BMA, 2009)
“it is undeniable that alcohol advertising acts as an
encouragement to consumption”
(European Court of Justice ruling – C152/78 (2002)
Evidence statement 5: There is conclusive evidence of a
small but consistent association of advertising with
consumption at a population level. There is also evidence of
small but consistent effects of advertising on consumption
of alcohol by young people at an individual level.
(UK Gvt Review (2008)
“alcohol advertising increases both the uptake of
drinking and consumption in young people”
(Science Committee of the EU Commission Alcohol Forum 2009)
“Longitudinal studies consistently suggest that exposure to
media and commercial communications on alcohol is associated
with the likelihood that adolescents will start to drink alcohol, and
with increased drinking amongst baseline drinkers.”
Alcohol and Alcoholism 2009
Structure
1. What is marketing?
2. Alcohol marketing works
3. The regulations do not
4. Conclusion: reduce exposure
Regulations (UK and Ireland)
• Control the content of ads, but do not limit
exposure
• This is very difficult to do; ads are
sophisticated, covert and carefully targeted
• No Ordinary Commodity confirms that there is
little evidence to support such regulation
• The recent Health Select Committee enquiry
shows why and confirms that reductions in
exposure are the only effective option
Health Select Committee Enquiry
Internal marketing planning documents: Client/Agency Contact
Reports; Client, Creative and Media Briefs; Media Schedules; Advertising
Budgets; Market research reports
The Sources of the Documents
PRODUCERS
BRANDS
COMMS AGENCIES
Beverage Brands
WKD (an
alcopop)
Big Communications
Bray Leino PR
Five by Five (digital)
Diageo
Smirnoff
vodka
Lambrini (a
perry)
Sidekick
shots
Carling
AKQA
JWT
BJL
Cheethambell JWT
Halewood
International
Molson Coors
Brewing Company
Beattie McGuinness Bungay
(BMB)
Health Select Committee Enquiry
Internal marketing planning documents: Client/Agency Contact
Reports; Client, Creative and Media Briefs; Media Schedules; Advertising
Budgets; Market research reports
HEALTH WARNING
This
is justof athe
glimpse
inside alcohol promotion
The
Sources
Documents
PRODUCERS
BRANDS
COMMS AGENCIES
This promotion is very extensive: one of the
WKD (an
Big Communications
Beverage
Brands
companies
pleaded
that
the
documents
for just
alcopop)
Bray
Leino PR
Fiveone
by Five
(digital) pages
one brand would amount to
million
Smirnoff
AKQA
vodka
JWT
The chosen producers
and
comms agencies
Lambrini (a
BJL
Halewood
are not especially
at
fault:
they are just typical
perry)
Cheethambell JWT
International
Sidekick
shots
Carling
Beattie McGuinness Bungay
Molson Coors
(BMB)
Diageo
Brewing Company
The intentions, thinking, strategising that
underpins alcohol marketing in the UK
Problematic themes
• Exploiting drunkenness,
potency and excess
• Linking drinking to
sociability / social success
• Appealing to masculinity
and femininity
all are
outlawed by
the regulatory
codes
drunkenness, potency and excess
The self-regulatory codes state that advertising must
not link alcohol with brave, tough, unruly or daring
people or behaviour; nor should it encourage
irresponsible, anti-social or immoderate drinking
(whether in terms of style or amount). References to,
or suggestions of, buying repeat rounds of drinks are
not acceptable – including any suggestion that other
members of the group will buy any further rounds.
Ads must not suggest that a drink is to be preferred
because of its alcohol content or place undue
emphasis on alcoholic strength
Promoting sociability and social success
advertisers must not imply that alcohol can enhance
drunkenness,
potency
and excess
attractiveness,
masculinity
or femininity
– nor use
daringness, toughness, bravado, challenge, seduction,
sexual activity or sexual success.
Appealing to masculinity and femininity
advertisers must not imply that alcohol can enhance
attractiveness, masculinity or femininity – nor use
daringness, toughness, bravado, challenge, seduction,
sexual activity or sexual success.
Drunkenness, potency and excess
Lambrini: market research
“quick female gags based on sex and drunkenness”
and “aligning itself’” with concepts such as “being
naughty, rude, outrageous or badly behaved”:
Lambrini went on to make ads called
“Thong” and “Tit tape”
Drunkenness, potency and excess
full of f
Promoting sociability and social success
Brand Key
Attributes
[Lambrini 2008]
Essence
• Accessible glamour
• Always contemporary
• Sweet and bubbly
• Fruity flavours
Benefits
Rational Side:
Palatable
Product
Year 1
{
Insig
Make the
Night
Sparkle
• Being one
of the girls
• A fun night
• In the know
• Staying in control
}
Promise
Enhancement
Moment
Personality
Attributes
• Accessible glamour
• Always contemporary
• Sweet and bubbly
• Fruity flavours
Getting together wit
‘build up’ is often the
Human Side:
nig
Values
• The perfect start
to the night
• Fun and sociable
• ‘Feel good’ factor
• Variety
Promise
• Spontaneous
• Glamorous
• Sassy
• Great Company
Sassy Cinderellas:
Year 2
Young, single women who want
a drink that taste good and
makes them feel glamorous.
The best way to
make your night
light, bubbly and
full of flavour!
Insight
Audience
The best way to
make
your
night
They feel they should be drinking
wine,
but don’t
like the taste
light,
bubbly
and
full of flavour!
Getting together with the girls and the
‘build up’ is often the most fun part of the
night
Audience
Sassy Cinderellas:
Young, single women who want
a drink that taste good and
makes them feel glamorous.
They feel they should be drinking
wine, but don’t like the taste
Marketplace
In-home easy drinking aimed at
girls (wine, RTD, other perrys,
beer, cider and spirits).
Promoting sociability and social success
Appealing to masculinity and femininity
The intentions, thinking, strategising that
underpins alcohol marketing in the UK
Emerging Problems
• Drunkenness, potency
and excess
• Promoting sociability and
social success
• Appealing to masculinity
and femininity
• Sponsorship
• New media
Sponsorship
In the UK there is no formal regulation of
sponsorship by alcohol companies (which is
a major gap)
Sponsorship
In the UK there is no formal regulation of
sponsorship by alcohol companies (which is
a major gap)
But linking alcohol consumption with sporting
success and youth culture is explicitly
prohibitted
Sponsorship
Youth Culture
“Football and beer are perfect partners. Football’s not
the same without beer and beer’s not the same
without football. Together let’s change the word ‘beer’
in the above sentence to Carling”
“More people are attending live music than ever
before. FACT. Which is great for Carling as beer and
live music go hand in hand. FACT”
Sponsorship
Carling defines the purpose of its music
sponsorship as to:
“Build the image of the brand and recruit
“They
[young
think
young
male men]
drinkers”
about 4 things, we brew 1
“Ultimately,
the band are
thethem”
heroes at the
and sponsor
2 of
venue and Carling should use them to ‘piggy
back’ and engage customers [sic] emotions”
New media
New media
Everything X 2
Structure
1. What is marketing?
2. Alcohol marketing works
3. The regulations do not
4. Conclusion: reduce exposure
Conclusion
1. Marketing is a multifaceted, strategic and
very effective approach to encouraging
consumption
2. In the hands of the alcohol companies it
influences drinking behaviour (onset and extent)
3. Current controls do nothing to constrain it;
only limits on the amount of marketing will
do this
4. Tobacco has shown us the way….
Conclusion
We need a major reduction in the
amount of alcohol marketing