Beverage Brands

	`
	Wed, July 08, 2009 Beverage Brands Launches Responsible Drinking Campaign Leading drinks manufacturer Beverage Brands is launching a responsible drinking campaign targeted specifically at 18-25 year olds and is seeking to enlist the support of licensees across the UK to help deliver the key messages. The poster-led campaign, entitled ‘Look After Your Mates’, is intended to connect with consumers when it matters most: when they are out drinking with their friends. The key campaign messages are that friends should look out for one another and that the only good night out is a safe night out. Some 150,000 campaign packs will be distributed to around 30,000 outlets by the end of the summer. Each pack will contain A3 posters and a briefing document for bar managers. The drive will be further supported by a new website, lookafteryourmates.com, which will explain the campaign to consumers and also direct them to sources of information about safe and responsible drinking. Drawing on significant experience of delivering messages to this age group, Beverage Brands is well-placed to successfully communicate information about drinking and safe behaviour. The Look After Your Mates campaign has resulted from detailed project work and was successfully researched amongst students at De Montfort University in Leicester. Karen Salters, joint managing director for Beverage Brands, says: “The best way to get the message across is use a tone that reflects friendly advice, rather than strict instructions. We’re using realistic and easily recognisable situations so as to strike a chord with consumers, and we’re relating scenarios to things that really matter to this audience: relationships and money. At 20, long-term health issues may not concern them, but being injured or looking stupid in front of their mates will. “We want publicans to help us deliver these important messages by displaying the posters in prominent places, for example in washrooms and in busy thoroughfares.” The campaign posters will be available in three ways: insertion in cases of WKD Blue; directly via sales teams who will also advise on effective display; inclusion in all standard point-of-sale kits distributed until the end of September. Customers can also obtain free materials by contacting the POS Hotline (0800 917 3450). David Poley, chief executive of the Portman Group, comments: “This new campaign is an extremely positive step by Beverage Brands. Already a proactive manufacturer, these latest measures to promote safe drinking amongst 18-24s are to be commended.” Salters concludes: “This is an important new initiative from Beverage Brands. We are confident that the messages will resonate with consumers, but we need the help and support of bar managers to ensure that the posters are seen by the target audience and make a difference.”

Beverage Brands


	Terms & Conditions	© Beverage Brands 2010