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Promoting Beer as the Responsible Choice . Paul Hegarty Communication & Public Affairs Consultant. Agenda. A Burning Platform Nailing the myths about beer Positioning beer and pubs as part of the solution, not part of the problem. Change in Market Share 1997-2010. Spirits. Cider. Wine.

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promoting beer as the responsible choice

Promoting Beer as the Responsible Choice

Paul Hegarty

Communication & Public Affairs Consultant

agenda
Agenda
  • A Burning Platform
  • Nailing the myths about beer
  • Positioning beer and pubs as part of the solution, not part of the problem
change in market share 1997 2010
Change in Market Share1997-2010

Spirits

Cider

Wine

Beer

“Pub closures running at 39 per week”BBPA 2010

duty increases 1997 2010
Duty increases 1997 -2010

Duty on 5% beer is 29p per pint more than cider

we have failed to communicate the wholesomeness of beer
We have failed to communicate the wholesomeness of beer …

Beer and Wholesomeness

Source: ComRes for the BBPA

we must stick together
Wemust stick together…
  • Duty hits large and small
    • Even after Progressive Beer Duty, beer duty is still 5p per pint higher than cider duty.
  • Increased regulation is “indiscriminate”
    • Mandatory Code
    • Increased duty on “high strength beers” hits speciality beers as well as super lagers
  • “Entry points” for drinkers

Growing share in a declining market is good but growing share in a growing market would be even better!

reversing the tide
Reversing the tide

Beer’s fortunes won’t change until politicians, the media and the public believe that beer and pubs are a good thing.

We need to get on the front foot to

  • sell the positives
  • eradicate the negatives
changing beer s image
Changing beer’s image
  • Press coverage doesn’t happen by accident
    • If you don’t tell your story, it won’t be heard
  • Journalists don’t bite
    • Well in most cases…
  • Agree messages
  • Creativity to develop news “angles”

You can’t do PR by committee!

what s the story
What’s the story?
  • Beer is the drink of moderation
    • The lowest alcohol drinks category
  • Beer is natural and wholesome
  • Moderate beer drinking is healthy
  • Beer is the most diverse and adaptable drinks category
    • Dazzling array of styles and flavours
    • Appealing to women
    • Partnering food
beer and health messages
Beer and Health Messages
  • The lowest alcohol drinks category.
  • Brewed from natural raw materials
  • “Myth of the beer belly”.
  • Health benefits from moderate drinking are mainly due to alcohol
  • Some additional health benefits specific to beer
    • Vitamins and fibre
    • Silicon & bone health
    • Kidney stones
rules of engagement
Rules of Engagement
  • Complete transparency
  • Credible independent technical evidence
  • Explicitly in the context of moderation – don’t suppress “bad news”
  • Only PR - never advertising or advertorials
  • Beer as a generic - never about specific brands
  • Do not “knock” other categories.
beer the natural choice
“Beer – the natural choice”

BBPA

CAMRA

SIBA

Beer Academy

beer the natural choice coverage
Beer – the Natural Choice Coverage
  • 6 pieces of national coverage
  • 175 pieces of radio editorial
  • Over 18 pieces of regional coverage
  • 28 websites covered the story
the myth of the beer belly
“The Myth of the Beer Belly”
  • Joint Press Release with CAMRA
  • Great British Beer Festival
    • The Daily Sport
    • The Sun
    • The Mirror
    • The Daily Telegraph
    • Irish Daily Mirror
    • The (Glasgow) Herald
    • The Times of India
different approaches to alcohol issues
Population approach

Most people drink harmfully

Answer is to reduce overall consumption

Higher tax

Reduced availability

Advertising bans

Industry can’t be trusted

Different approaches to alcohol issues
different approaches to alcohol issues1
Targeted approach

Most people drink sensibly

Answer is to target harm not penalise the majority.

Self regulation

Education

Tighter law enforcement

Partnership is essential

Population approach

Most people drink harmfully

Answer is to reduce overall consumption

Higher tax

Reduced availability

Advertising bans

Industry can’t be trusted

Different approaches to alcohol issues
coalition government s responsibility deal
Coalition Government’s “Responsibility Deal”

“We will expect to see national level collaborative working through increased business involvement in public health initiatives”

“Focus areas are the food we eat and exercise we take, the alcohol we drink and the places we work”.

being on the front foot
Being on the front foot
  • Put solutions in place to address the problem and defuse bad publicity.
  • Build relationships and trust with Government
  • Create partnerships to develop solutions that avoid “unintended consequences” - otherwise it will be “done to us”.
taking a front foot on harm
Taking a front foot on harm
  • Responsible Advertising and Promotion
    • Advertising Standards Association (ASA)
    • Portman Group Code
  • Underage Drinking
    • Challenge 21/25
    • Mystery Shopper
    • PASS Proof of Age Scheme
  • Company Responsibility Codes & Staff Training
  • Community Partnerships
    • Community Alcohol Partnerships (CAPS)
    • Best Bar None
  • Education
    • Drinkaware
drinkaware changing the uk s drinking culture
Drinkaware – Changing the UK’s Drinking Culture

A unique partnership between the industry and public health community

Over £5m annually from over 50 companies

producers

on trade

off trade

focused campaigning
Focused campaigning

Young people and parents:

“When and how to start talking to children about alcohol?”

Parents have a responsibility to be good role models.

Young adults:

“Why let good times go bad?”

Drunkenness is risky…and not cool.

All adults:

“How much is too much?”

Regular overconsumption puts you at risk.

social marketing not nannying
Social Marketing not Nannying

Homer Simpson versus Captain Spock

Homer normally wins.

Rationale decision making is typically 5% of choices

Social norming

Most people don’t binge drink

Temporal Discounting

People are more interested in today than 30 years time.

Nudge Theory

“Scaring the health into people”

doesn’t work

drinkaware is the web leader
Drinkaware is the web leader

#1/#2 for term ‘alcohol’ in Google

2.1 million unique views annually

Over 5+ millionpage views

Drinkaware received far more

traffic than Alcohol Concern or

Department of Health websites

Daily Mail and Daily Telegraph

identified Drinkaware as an

essential health website

slide27
Why Let Good Times Go Bad?

£24 million campaign in 2010

  • 13 millionon-pack advertising. Campaign materials in 6500 supermarkets, off licenses & convenience stores and 5000 pubs
  • 10,000 phone box posters, 6-sheet and digital displays in 18 major train stations and in 17 shopping centres across UK.
  • Outdoor media valued at £5 million and in kind support worth over £18 million.
  • 70% of the target audience are more likely to consider drinking differently in future and 77% claim to have adopted at least one of the tips.
unit communication in pubs
Unit Communication in Pubs
  • Where adults have seen unit information
    • Supermarket 93%
    • Public House 19%

ONS 2009

  • Joint project with the BBPA
  • Pilot trial in the trade in March
  • Roll out this year
the future of beer is in our hands
The future of beer is in our hands…
  • Stay united
  • Develop and communicate a compelling story
  • “Walk the talk” to be part of the solution not part of the problem.
  • Build trusting partnerships
  • Demonstrate solutions are effective
  • Stick at it for the long term
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