Annual report case study - Creating brand-led campaigns to promote moderation with holidaymakers
Creating brand-led campaigns to promote moderation with holidaymakers
As part of our 'Society 2030: Spirit of Progress' goal to reach one billion people with dedicated responsible drinking messaging by 2030, our ‘ICE’ framework – Insight, Creative excellence, Effectiveness – is helping us get the right message in front of the right people at the right time. This is especially important in the holiday season.
Our consumer research has revealed that people switch into ‘holiday mode’ as soon as they reach the airport. By promoting moderation, we aim to empower holidaymakers to make the right choices and enjoy a special and memorable holiday experience – which is why we developed ‘A holiday to remember’, our global moderation campaign for Tanqueray 0.0%.
Based on consumer insight, we developed multiple versions of our campaign and tested them with consumers to understand what was most appealing and engaging. The final campaign proved effective, with 84% of people agreeing that Tanqueray 0.0% is a great way to moderate alcohol consumption on holiday.
The campaign not only shares a motivating moderation message, it also encourages people to visit DRINKiQ.com – where we publish facts about alcohol, the effects of drinking on the mind and the body and the impact of harmful drinking on individuals and society. DRINKiQ is now available in 73 countries1 and 23 languages, delivering early achievement of one of our 2030 goals.2
1. Within PriceWaterhouseCoopers LLP’s (PwC) independent limited assurance scope. For further detail and the reporting methodologies, see our ESG Reporting Index
2. Our promote positive drinking goal is to ‘Champion health literacy and tackle harm through DRINKiQ in every market where we live, work, source and sell’ (where it is legally permissible)