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Similar to The Future Of Alcohol Sponsorship
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The Future Of Alcohol Sponsorship
- 1. THE FUTURE OF SPONSORSHIP Shifting the paradigm November 2007 Clayton Ford Responsible Marketing & Innovation
- 3. Alcohol & responsibility – our highest commitment Leadership in Responsible Drinking 3. Working with others to combat alcohol misuse 2. Promoting a shared understanding of what responsible drinking means 1. Setting World Class standards in marketing , promotion and innovation
- 7. More than just a regulatory challenge… My view is that we need to proactively respond to the new paradigm on our terms, to turn what could be a defensive position into one that actually engenders growth.” Paul Walsh, CEO Diageo 31 st Impact Marketing Seminar Paris, March 2007 “ A key factor in purchasing decisions for a significant and growing proportion of consumers will be whether the companies manufacturing and selling the product market brands responsibly.
- 8. JW & F1
- 9. NASCAR & F1 sponsorships integrating RD
- 11. ‘Know your boundaries’ “ During my career, exhibiting control, sharp reflexes and an eye for boundaries were critical to my success as a cricketer,” said Richards, who led his team to two Cricket World Cup titles in the 1970s. “Responsible drinking also requires a sense of control and recognizing boundaries – and Johnnie Walker understands this. It’s this awareness that makes me proud to align with their “Know Your Boundaries” campaign, which strongly encourages drinking in moderation.”
- 13. Thank you!
Editor's Notes
- Good morning Helen has very neatly encapsulated the pan-European regulatory risks facing alcohol sponsorships Helen has also outlined the ESA’s vision of the benefits of effective self-regulation and placing responsible drinking at the heart of sponsorships Perfectly aligned with and neatly segues into Diageo’s view of sponsorships, both right now and to ensure the future of beneficial alcohol sponsorships Old adage that risk equals opportunity While the regulatory risk of restrictions is real, if we collectively can address the legitimate issues and concerns many have with alcohol sponsorships, and go beyond that to use sponsorships as a platform to really engage and connect with consumers with responsible drinking messages, then the opportunities really open up When you shift the paradigm from simply focusing on the responsible promotion of alcohol consumption, to exploring the promotion of responsible alcohol consumption, a whole new world of options and possibilities emerge In short time available, take you through at very high-level Diageo’s approach to considering and executing sponsorships, and a couple of brief case studies. Recognise that Diageo is not the only company putting responsible marketing and responsible drinking at the heart of their marketing activities, nor that we have by any means cracked it. Many leading companies and industry associations across Europe, and the rest of the world, are doing some great things in this field, and we ourselves are learning all the time as we progress
- First, some very brief background on Diageo We are the world’s largest and leading beverage alcohol company, with an outstanding selection of category leading brands, and an unrivalled scale and reach in our sector. We recognise that the products we sell, if misused, can cause individual and social harm. We firmly believe we therefore have a duty of care to market our brands in a wholly responsible way. We take that duty of care very seriously indeed, across all levels and functions within the business.
- As industry leader, recognising our responsibility and aspiring to lead the industry on alcohol and responsibility issues, we face two clear challenges: How to celebrate and facilitate the positive culture of drinking alcohol beverages - while working with other stakeholders to address the negative views which are widely held And How to gain the trust of our competitors and maintain industry consensus in addressing alcohol policy issues – particularly when our commercial focus is on beating the competition in general. We have committed to changing attitudes to alcohol and leading the industry in alcohol and responsibility: by setting world-class standards for the marketing, promotion and innovation of our alcohol beverage brands. This is critical if we are to continue to prove that self-regulation is effective. by promoting a shared understanding of what responsible drinking means And by combating alcohol misuse: directly through our own initiatives working with others in the industry and supporting third parties such as NGOs and educational bodies
- S etting world-class standards for the marketing, promotion and innovation of our alcohol beverage brands The Diageo Marketing Code is at the heart of everything we do. First developed in 1998, and regularly updated, it is global in application and applies in addition to local market regulations. Every aspect of our marketing communications, including research, product conception, naming and packaging right through to advertising, promotions, sponsorship and sampling is governed by it. It is fundamental to the health of our brands and our ability to do business. Provisions forbidding underage appeal, medicinal or therapeutic benefit, social or sexual success etc. In many markets, all marketing activity goes through a 3 stage (concept/brief, pre-creative, post production) sign-off process against the Marketing Code by Legal, Corporate Relations and Marketing.
- As we all know, and Helen clearly laid out, sponsorship by alcohol brands - particularly but not exclusively related to sport - is coming under increased focus from regulators and industry critics. The key concerns are generally focused on: Targeting the wrong people e.g. underage Associating with the wrong property e.g. sport, dangerous/risky activities, certain celebrities, tv/film content Portraying the wrong messages e.g. sporting success, health & fitness, ‘cool’ Promoting the wrong behaviour e.g. excessive consumption by celebrities, crowd violence at events No different to general criticisms levelled at alcohol advertising and promotion Content Format Placement Target
- These concerns are not specific to sponsorships – relevant to all our marketing activity Hence DMC applies in full Specific sponsorship guidelines drafted to help teams considering sponsorships apply the DMC Some of the key principles include Selection of appropriate sponsorship opportunities Avoid primary underage appeal Ensure sponsored teams & individuals are LPA+ Ensure sponsored individuals / events are appropriate to associate brands with Ensure age demographic of attending and broadcast audience are appropriate TV programmes, films and product placements must be appropriate to associate our brands with from content and audience demographic perspectives Managing & executing sponsorships All sponsorships must integrate responsible drinking initiatives and messages Very specific rules for motor sports sponsorships
- Effective self-regulation can go a long way to address the key concerns our critics level at alcohol sponsorships Somewhat defensive and reactive position However more than just a regulatory challenge Consumers are demanding more responsibility in business activities across the board Opportunity Proactively respond on our own terms Create a platform for growth and sustainability Exceed our stakeholders’ and critics’ expectations Really connect with consumers Consumers creating a new paradigm for businesses to act responsibly Shift the paradigm beyond responsible promotion of alcohol consumption to the promotion of responsible alcohol consumption Brands are our most powerful connections with consumers, and sponsorships foster a deeper connection between our consumers and their favourite brands, Imagine putting responsible drinking at the heart of that mix!
- Johnnie Walker’s association with Formula 1, through our partnership with Team McLaren, has seen us successfully deliver the message of responsible drinking and safe driving to millions of Formula 1 fans around the world. Highly successful programmes such as those focused on the concept of electing designated drivers, and the Pit Stop campaign encouraging people to drink plenty of water when they consume alcohol have enabled us to communicate this message. This is an evolving programme over the long term and as such we will continue to build on what we have learnt from these campaigns, innovating our approach to promoting responsible attitudes towards drinking, particularly in relation to driving. Formula 1 is a powerful platform from which to engage with our key audience of men under 35 and deliver the message of responsibility, and with race-goers representing such a broad demographic we believe this message reaches out to other audiences as well. RD details Fully integrated campaign of promotion, publicity and advertising, initially incorporating the message, ‘ take the lead, drink responsibly ’ now evolved to ‘ winners always stay in control’ Vast array of local activities tailored to local markets: Pit Stop ‘mechanics’ distribute leaflets and free soft drinks, encouraging consumers to drink responsibly and stay in control Promotions and competitions based on responsible drinking tips Designated driver / free taxi rides initiatives Consumer pledge boards to always stay in control, never drink and drive Case studies In China, we undertook a groundbreaking partnership with the Shanghai traffic police, including 10,000 people who took part in our interactive exhibition on RD in People’s Square. In Monaco, we reached 35 million people with the media coverage of our designated driver promotion with Juan Pablo Montoya and gave out 12,500 bottles of water and 19,000 lanyards with responsible drinking hints and tips to race fans arriving in Monaco by train. In Brazil we built on the highly successful Piloto da Vez programme last year and extended its reach to 8 markets across Latin America. The competition culminated in winners from across LATAM taking part in a responsible driving skills course in Brazil. Mika Hakkinen As a result of the success of the first year, Johnnie Walker increased the responsible drinking programme in the 2007 Formula One season by introducing Mika Hakkinen as Diageo’s Global Responsible Drinking Ambassador for Johnnie Walker.
- To really get a sense of the consumer experience of these RD initiatives, and a flavour of consumer and stakeholder reaction, like to show a brief video showcasing these sponsorships being activated across the globe Results It is early days but the data we have gathered so far indicates that when role models in Formula One deliver our responsible drinking messages they are well received by young adults. It’s too early to see any long-term behavioural change but the data we have gathered so far indicated that our responsibility messages are being retained by race fans. In several markets recall of those messages has doubled. Monaco 2007 M&E 90% believe that Johnnie Walker is a credible brand to be promoting responsible drinking 94% feel that Johnnie Walker is appropriate as sponsor for VMM 92% feel that the sponsorship is a good opportunity to promote responsible drinking 50% are aware that Mika Hakkinen is responsible drinking ambassador for Johnnie Walker Generally consumers feel that the sponsorship adds positively to Johnnie Walkers contemporariness, style and sophistication, international reputation We have also had an extremely positive reaction from stakeholders all around the world. In China we worked closely with the Shanghai Police Authority and received endorsements from the traffic authority in Sao Paulo.
- Guinness' sponsorship of the Rugby Premiership in Great Britain Different brand, different sport, and single market – but similar approach RD integrated at the heart of the sponsorship All 12 Guinness Premiership rugby clubs displayed responsible drinking reminders and hints and tips through posters, beer mats and other such materials At the Guinness Premiership Final, Diageo GB sponsored the buses that took supporters from the Richmond train station to Twickenham stadium. Guinness responsible drinking artwork was placed on the side of the buses; posters containing a rugby version of Diageo's responsible drinking hints and tips, "The Ref’s Bar Rules", were on the inside of the buses; Thousands of bottles of free branded water were distributed following the match.
- Third example JW sponsorship of the Cricket World Cup in the Caribbean Entire sponsorship executed under ‘Know your Boundaries’ RD integrated throughout Viv Richards as ambassador