1 / 35

Alcohol Marketing: from the horse’s mouth

ISM Institute for Social Marketing. Alcohol Marketing: from the horse’s mouth. Professor Gerard Hastings. Dublin September 15 th 2010. Structure. What is marketing? Alcohol marketing works The regulations do not Conclusion: reduce exposure. What is marketing?.

amos
Download Presentation

Alcohol Marketing: from the horse’s mouth

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ISMInstituteforSocial Marketing Alcohol Marketing:from the horse’s mouth Professor Gerard Hastings Dublin September 15th 2010

  2. Structure • What is marketing? • Alcohol marketing works • The regulations do not • Conclusion: reduce exposure

  3. 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

  4. What is marketing? mass media advertising billboards press television

  5. What is marketing other marketing communications point of sale free samples mass media advertising brand stretching internet billboards press television product placement sponsor- ship packaging

  6. What is marketing other marketing communications point of sale free samples mass media advertising brand stretching internet billboards press television product placement sponsor- ship packaging This is what we tend to focus on

  7. What is marketing other marketing communications point of sale price promotions mass media advertising pack design internet cinema press billboards sponsor- ship branding merchandising Cumulative impact: these communications are designed to reinforce and support one another

  8. What is marketing consumer marketing other marketing communications point of sale free samples mass media advertising product design brand stretching price internet television press billboards product placement sponsor- ship packaging distribution

  9. What is marketing stakeholder marketing consumer marketing corporate affairs social marketing other marketing communications point of sale free samples mass media advertising product design brand stretching price internet television press billboards product placement sponsor- ship media know- how packaging Comp analysis distribution corporate social responsibility

  10. DAT Out of Hell? (Steinman 1977)

  11. Structure • What is marketing? • Alcohol marketing works • The regulations do not • Conclusion: reduce exposure

  12. We know marketinginfluences young people • This is clear for • • tobacco√ • (Cochrane Collab, 2005) • • unhealthy food √ • (WHO, 2006) • • and alcohol…. • (BMA, 2009)

  13. “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

  14. Structure • What is marketing? • Alcohol marketing works • The regulations do not • Conclusion: reduce exposure

  15. 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

  16. Health Select Committee Enquiry Internal marketing planning documents:Client/Agency Contact Reports; Client, Creative and Media Briefs; Media Schedules; Advertising Budgets; Market research reports

  17. 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 just a glimpse inside alcohol promotion This promotion is very extensive: one of the companies pleaded that the documents for just one brand would amount to one million pages The chosen producers and comms agencies are not especially at fault: they are just typical

  18. The intentions, thinking, strategising that underpins alcohol marketing in the UK • Exploiting drunkenness, potency and excess • Linking drinking to sociability / social success • Appealing to masculinity and femininity Problematic themes all are outlawed by the regulatory codes

  19. drunkenness, potency and excess

  20. Promoting sociability and social success drunkenness, potency and excess Appealing to masculinity and femininity

  21. 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”

  22. Drunkenness, potency and excess

  23. Promoting sociability and social success

  24. Promoting sociability and social success

  25. Appealing to masculinity and femininity

  26. The intentions, thinking, strategising that underpins alcohol marketing in the UK • Drunkenness, potency and excess • Promoting sociability and social success • Appealing to masculinity and femininity • Sponsorship • New media Emerging Problems

  27. Sponsorship In the UK there is no formal regulation of sponsorship by alcohol companies (which is a major gap)

  28. 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

  29. 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”

  30. Sponsorship Carling defines the purpose of its music sponsorship as to: “Build the image of the brand and recruit young male drinkers” “They [young men] think about 4 things, we brew 1 and sponsor 2 of them” “Ultimately, the band are the heroes at the venue and Carling should use them to ‘piggy back’ and engage customers [sic] emotions”

  31. New media

  32. New media Everything X 2

  33. Structure • What is marketing? • Alcohol marketing works • The regulations do not • Conclusion: reduce exposure

  34. Conclusion • Marketing is a multifaceted, strategic and very effective approach to encouraging consumption • In the hands of the alcohol companies it influences drinking behaviour (onset and extent) • Current controls do nothing to constrain it; only limits on the amount of marketing will do this • Tobacco has shown us the way….

  35. Conclusion We need a major reduction in the amount of alcohol marketing

More Related