Late last year, NASCAR lifted its long-held ban on liquor sponsorship, opening the door for Diageo Crown Royal brand to become race team sponsor for driver Kurt Busch. One might think that alcohol and driving, on any level, would be a potent cocktail. But the sponsor immediately embarked on an aggressive campaign with a socially responsible message promoting responsible drinking. While that tag, some claim, has become so cliché, many no longer see or hear the message, Diageo just issued a news release that shows they are staying the course.
Many of their brands are very familiar worldwide: J & B Scotch, Johnnie Walker, Jose Cuervo, Smirnoff, Tangueray, Baileys Irish Cream, Captain Morgan. Godiva cream liqueur, Red Stripe beer and Guinness, are some.
As reported by PR News earlier this year, “With so many brands that have different personalities and target different drinkers, it might seem impossible to connect them all to the umbrella company.” So, instead, they communicated in what they called a brand-centric way. In the case of Captain Morgan, for example, he became a character that could do such things as run for president or talk about responsible drinking. “To promote politics-free partying, for example, Captain Morgan would advise: ‘Liberal with the cola. Conservative with the Captain. Drink responsibly.” (PR News)
Tying to celebrity sports personalities such as the racers is a long-proven, effective way to deliver messages. What do you think?
On July 25, Diageo issued the final news release:
Diageo launches Global consumer information policy
As part of its commitment to leadership in responsible drinking
Diageo today announces plans to provide consumers with nutrition information and a responsible drinking reminder across its range of Diageo-owned spirits, wines and beers. Diageo recognises that consumers want to make informed choices about what they drink. The purpose of the global consumer information policy, which will be rolled out across 180 markets, is to provide consumers with meaningful information in the best, least confusing ways possible. This information will be delivered through multiple communication channels, including labels and secondary packaging, a global website and consumer care-lines.
The policy will include responsible drinking reminders and facts on nutrition, allergens and alcohol content/serve size:
> Responsible drinking reminder: Responsible drinking messages remind adult consumers of the importance of enjoying beverage alcohol in moderation. As part of our existing range of programmes and initiatives to support moderate and responsible drinking, the words ¡°Drink Responsibly¡± (or a translation of) will appear on labels and secondary packaging. A responsible drinking reminder will appear on advertising tailored to the brand or local market.
> Nutrition information: Diageo will include an energy value on labels and secondary packaging unless local regulatory requirements demand otherwise. Within the EU, values will be provided for energy, protein, carbohydrates and fat. This information – also delivered through the global website and consumer care-lines – will not be provided in a way that implies health or dietary benefits.
> Allergens: Where known allergens exist in our alcohol beverages, allergen statements will be provided on labels and secondary packaging, as well as through the global website and consumer care-lines.
> Alcohol content/serve size: Alcohol content (ABV) information will be provided on labels and secondary packaging, the global website and consumer care-lines. We will support standard serve size/unit labelling in those markets where there is an agreed definition and recommended guidance on consumption from an authoritative source.
Commenting today, Rob Malcolm, President, Marketing, Sales and Innovation, Diageo, said: ‘The consumer is at the heart of everything that we do. We want our consumers to continue to enjoy the quality of our brands as part of a balanced and healthy lifestyle. Our consumer information policy is another voluntary step for Diageo and is also part of our wider commitment to responsible drinking. We recognise the importance of enabling them to make informed choices about what they drink. As a responsible and responsive company we have developed a policy which helps them to do this.’
Diageo is putting appropriate resource behind rolling the policy out across its global business in the most efficient manner possible. Around 10,000 packaging variations worldwide will be changed during the course of the roll-out, over a five-year period. New product launches, packaging renovations and promotional packaging changes will include the consumer information.
