Europe “Choices” Campaign

Pamela Bower-Nye – Global Brand Director, Attitudes to AlcoholChristene McCauley – Global Consumer Planning Director

Alcohol & Health ForumMarch 10th 2009

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European ‘Choices’ CampaignAgenda

Background and mindset approach to our work The case study of ‘Choices’ social marketing campaignQ & A

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Background and mindset approachIn January 2005 the Diageo European Executive identified an additional opportunity to build on our wider efforts which had been in place for many years partnering with others to to work towards positively changing attitudes to alcohol.

This approach involved putting the consumer at the heart of our thinking and strategy.

In April 2005 a new marketing role set up at Diageo to focus on applying our marketing strengths to this very important agenda - Global Brand Director, Attitudes to Alcohol reporting to Global Chief Marketing Officer.

The principle is to treat Responsible Drinking as a “brand”in terms of applying the same high standards of rigour in process and consumer focus as we would for our commercial brands.

2006 Consumer Planning resource assigned to understand and unfold deep consumer insights into responsible drinking.

This led to the 2007 launch of the “Choices” campaign, which we will present to you today.

Applying brand marketing techniques…..

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What specific question about consumers do we need to answer?

What relevant information do we need to address this issue?

What is the penetrating discovery from this information?

What potential strategies, plans and benefits can be identified to drive growth as a result of this insight?

How will the plans be executed in the market place?

Issue

Implementation

Information

Insight

Implication

Generating insights using the 5i’s

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5i’s process applied to Attitudes to Alcohol

INFORMATION INSIGHT IMPLICATION IMPLEMENTATIONISSUE

INPUT Extensive desk research to understand the historical, social, cultural and economic influences

Trawl of local SR communications

Qualitative consumer research

Quantitative research

Strategic analysis of findings

Work session to generate implications

Following the approval of the strategy, we will develop a communication brief for creative development

Get smart on the work to date

Interview key internal stakeholders

OUTPUT Key issues identified by market

Knowledge gaps identified

Initial hypotheses

Preliminary 2i’s report

Creative concepts, campaign and M&E

Brand tracker to monitor impact

Initial regional strategy

Key insights Identified

Brand tracker established

7Source: Millward Brown European Tracking Study 2006 & 2008. “Which of the following alcohol related areas do you see as the most widespread issue facing society at the moment?” Sample Size: 400

IssuesDominant issue in Northern Europe is Binge Drinking/Aggressive Behaviour and the dominant issue in Southern Europe is Drink Driving.

DRINK DRIVING

BINGE DRINKING / AGGRESSIVE BEHAVIOUR

The European “Choices” Social Marketing Campaign Case Study

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IssueAcross Europe concern has been growing for the increasing number of young adults who abuse alcohol and the behaviour that this leads to. The media, governments and NGOs all call for something to be done about this.Diageo wants adults to consume its brands responsibly

Core Consumer QuestionHow do we motivate those LPA-25 year olds, who currently see nothing wrong in drinking excessively and acting irresponsibly, to think that moderate consumption can be aspirational?

We discovered…

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BROADER ECONOMIC ENVIRONMENT

EUROPE:

3, 500 Respondents Engaged Qualitatively & Quantitatively

2006 Qualitative Research GB, Greece, Italy, Ireland, Spain, Sweden

2006 Quantitative ResearchAustria, Denmark, GB, Greece, Ireland, Poland, Russia, Spain

2008 Qualitative Research Austria, Denmark, Poland, Russia, Spain

2008 Quantitative ResearchDenmark, GB, Ireland, Germany, Poland, Russia, Spain

We discovered…Information

We immersed ourselves first hand in the culture and spent time with over 3,500 European consumers.!

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Believes in pacing• Enjoyable to drink, but not get drunk

• Drinks within their limits

• Believes quality is important, enjoys the taste

• Does not feel shame or regret

“Responsible Enjoyers ” – 18%

• Stops drinking before getting drunk

• Avoids people who are not in control

• Ashamed of drinking too much

• Embarrassed to be drunk in front of others

• Regret ruining the night for others

“Responsible In -Controls” – 30%

• Feels ashamed of drinking too much

• Embarrassed to be drunk in front of others

• Blames alcohol for how they act

• Drinking can be an escape

• Doesn't’t believe in taste or quality

“Irresponsible Shamefuls” – 30%

Positive Attitudes

to Alcohol

Negative Attitudes

to Alcohol

• Believes its ok to binge at the weekend

• Believes its worth getting drunk on a great night, even if weekday

• A great night out involves getting drunk

• Drinks more because of friends

• Doesn't’t believe in pacing

“Irresponsible Indifferents” – 22%

More regret Less regret

Multi-country quantitative study conducted amongst LDA-35 consumersFour consumer segmentation clusters were identified that were common across all of the markets

We discovered…

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“Responsible Enjoyers”

“Responsible In-Controls”

“IrresponsibleShamefuls”

“IrresponsibleIndifferents”

Positive Attitudes

to Alcohol

Negative Attitudes

to Alcohol

Irresponsible Shamefuls appeared to offer the most scope for change of attitudeIt is preferable to target LPA-25 as they are young and are still forming attitudes about drinking.

We discovered…

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Qualitative ResearchQualitative research revealed the following about the LPA-25 year old target group

Many are still defining their own identity and value feelings ofbelonging to a social group. They can suffer bouts of insecurity and lack of confidence. They live for today and don’t overly concern themselves with the medium to long term. Money they have is spent.Friends and going out are a major part of their life. They all want the respect of their friendship circle.Drinking is cited as a social lubricant that helps them over-come low self-confidence.

We discovered…

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InsightYoung adults want the social acceptance of their friends

Why is the insight relevant to the issue?One of the main reasons young adults drink is to help them buildpositive social interactions.They are not aware of the social damage that drinking excessively is doing to their image.

We discovered…

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Key Brand Benefit Being in control of your drinking helps you get more out of a night out

PositioningShow young adults both ‘the power of responsible drinking’ and that drinking irresponsibly can have dire consequences on their night out and on their status within their social group.

Creative BriefGet LDA-24 male and female Irresponsible Shamefuls to value alcohol by showing how every drinking experience has a moment of choice

We developed…

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Creative IdeaThe campaign idea brings the KBB to life by dramatising personal choice through the juxtaposition of showing both positive and negative drinking experiences

Choice

Tipping Point

Positive social asset(Building credit)

Negative social asset(Losing credit)

DURATION OF THE NIGHT

We developed…

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Quantitative pre-testing using Diageo ABCD Advertising Evaluation Model

Overall, the Research showed the ads were likely to cut-through well and leave the viewer highly engaged. Affect: Approximately 50% claimed they would be much or a little more likely to consider drinking differently as a resultBranding: approximately 80% claiming you would remember it is an ad for responsible drinking.Communication: on strategy with key message being ‘drink responsibly in order to enjoy the night and have a better night than if you drank irresponsibly’.Diagnostics: The idea of contrasting the good and the bad is thought to be a good one and well understood. The tonality is applauded as being non-preachy, but true-to-life and credible.

We developed…

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Slides deleted show the executions: TV, cinema, print,outdoor & digital – we will

play the 2 TV spots

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Measurement & Evaluation of the campaign in GB and Spain

We delivered…

300 LPA – 35 in each market

GB & Spain

December 2007/January 2009

Where?

Who?

When?

How? Online

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GB ResultsThe campaign achieved 63% recognition amongst the target group

Spontaneously 80% decode it is for Responsible Drinking and respondents say that it will give them a greater sense of personal responsibility and awareness of their drinking.

“Don’t drink too much or you’ll end up making a fool of yourself and you will regret it along with not enjoying yourself” (Male)“Drink responsibly as it can determine whether you have a good time or regret everything that happened” (Female)

62% claim they are more likely to consider drinking responsibly after having seen the ‘Choices’ campaign

We delivered…

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Spain ResultsOverall similar results to GB but lower levels of recognition (29%) than GB due to advertising clutter at time

Spontaneously 75% decode it is for Responsible Drinking and respondents say that it will give them a greater sense of personal responsibility and awareness of their drinking.

50% claim they are more likely to consider drinking responsibly after having seen the ‘Choices’ campaign

We delivered…

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‘Choices’ Campaign Europe - Summary

We discovered…Young adults want the social acceptance of their friends.

We developed…An advertising campaign comprising TV, print, poster & digital that showed how being in control of your drinking helps you get more out of a night.

We delivered…Changes in consumer attitudes with 62% in GB and 50% in Spain claiming they are more likely to consider drinking responsibly after having seen the ‘Choices’ campaign.

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Next steps….

Q & A

THANK YOU

This paper was produced for a meeting organized by Health & Consumer Protection DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumer Protection DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.