Alcohol advertising
Encyclopedia
Alcohol advertising is the promotion
of alcoholic beverage
s by alcohol
producers through a variety of media
. Along with tobacco advertising
, it is one of the most highly-regulated
forms of marketing
. Some or all forms of alcohol advertising is banned in some countries.
Scientific research, health agencies and universities have, over decades, been able to demonstrate a correlation between alcohol beverage advertising and alcohol consumption. However, it has not been proven that alcohol advertising causes higher consumption. It is in the alcohol industry's interest to demonstrate that effective alcohol campaigns only increase a producer's market share and also brand loyalty.
and customer loyalty
.
of the alcohol advertising campaign
s have changed over the years, with some brands being specifically targeted towards a particular demographic
. Some drinks are traditionally seen as a male drink, particularly beer
s and whiskies, while others are drunk by females. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage.
One area in which the alcohol industry has faced criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of alcopop
s – sweet-tasting
, brightly coloured drinks with names that may appeal to a younger audience. However, numerous government and other reports have failed to support that allegation.
There have been several disputes over whether alcohol advertisements are targeting teens. There happens to be heavy amounts of alcohol advertising that appears to make drinking fun and exciting. Alcohol advertisements can be seen virtually anywhere, they are especially known for sponsoring sporting events, concerts, magazines, and they are found anywhere on the internet. Most of the vendors’ websites require an age of 21 to enter, but there is no restriction besides simply entering a birth date. With the catchy slogans, the idea that drinking is trendy, and no mention of the negative side of excessive use such advertising could be very harmful.
On the other hand, vendors do not see their ads as a target for teens, and claim they should not be held responsible if they indirectly target minors. Their argument is that companies and businesses rely heavily upon advertising, and they cannot help it if minors see these advertisements. Ironically, vendors also invest money in alcohol prevention and awareness programs each year.
Whether young people are directly targeted by alcohol advertisers or not, they are exposed to alcohol advertising on television, in print media, and on radio. In fact, 45% of the commercials that young people view each year are advertisements for alcohol. A first question to be answered through rigorous research, therefore, is whether alcohol advertising does have an impact on alcohol consumption amongst young people.
The National Household Survey on Drug Abuse reports the rates of binge alcohol use in 2008 were 1.5 percent among 12 or 13 years old, 6.9 percent among 14 or 15 years old, 17.2 percent among 16 or 17 years old, 33.7 percent among persons aged 18 to 20. In 2009, the rates for each group of underage alcohol usage increased by a fourth.
According to 2001 College Alcohol Study (CAS), continuous alcohol promotions and advertisements including lowering prices on certain types of alcohol on a college campus have increased the percentage of alcohol consumption of that college community.Alcohol advertising on college campuses have also shown to increase binge drinking among students. However, it is concluded that the consistency of these special promotions and ads could also be useful in reducing binge drinking and other related drinking problems on campus. (Kuo, 2000, Wechsler 2000, Greenberg 2000, Lee 2000).
Kuo, Meichun , Henry Wechsler, Patty Greenberg, and Hang Lee. "ScienceDirect - American Journal of Preventive Medicine : The marketing of alcohol to college students: The role of low prices and special promotions." ScienceDirect - Home. N.p., 3 Oct. 2000. Web. 22 Sept. 2011..
Did you know?
(Center for Science in the Public Interest, 2002).
Research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing have a significant impact on youth decisions to drink. (The Center on Alcohol Marketing and Youth [CAMY]).
"While many factors may influence an underage person's drinking decisions, including among other things parents, peers and the media, there is reason to believe that advertising also plays a role." (Federal Trade Commission, Self-Regulation in the Alcohol Industry, 1999)
Parents and peers have a large impact on youth decisions to drink. However, research clearly indicates that alcohol advertising and marketing also have a significant effect by influencing youth and adult expectations and attitudes, and helping to create an environment that promotes underage drinking.
and World Health Organization
(WHO) have both specified that the advertising and promotion of alcohol needs to be controlled. In September 2005, the WHO Euro Region adopted a Framework for Alcohol Policy for the Region. This has 5 ethical principles which includes "All children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol consumption and, to the extent possible, from the promotion of alcoholic beverages" http://www.euro.who.int/document/e88335.pdf. Cross-border television advertising within the EU is regulated by the 1989 Television without Frontiers Directive. Article 15 of this Directive sets out the restrictions on alcohol advertising:
This article on alcohol advertising restrictions is implemented in each EU country largely through the self-regulatory bodies dealing with advertising.
The EU law 'TV without Frontiers' Directive is currently being revised to broaden the scope to new media formats such as digital television. Now called the 'Audiovisual Directive', the European Parliament is voting on the new text of the legislation in December 2006.
A number of non-governmental organizations working on alcohol policy have raised questions about whether the restrictions on alcohol advertising in Article 15 are effective and being properly implemented. For the Audiovisual Directive, they are calling on Members of the European Parliament (MEPs) to vote for a ban on alcohol adverts on televisions before 9.00 p.m.
Some countries, such as Ukraine
, Kenya
, France
, India
and Norway
, have banned all alcohol advertising on television and billboard.
has conducted investigations of possible targeting to those under the age of 21. However, its investigations and that of scholars have not found evidence of such targeting.
Concerns exist that irresponsible advertising practices or "pushing the envelope" with audience composition may lead to permanent legislation governing the advertising of beverage alcohol. Additionally, consumers typically never see people consuming the beverages being advertised in any
In Singapore
, alcohol advertisement is not allowed to be shown during programmes intended for children and young persons and during Malay-language programmes.
In Hong Kong
, alcohol advertising is not allowed to be shown during Family Viewing Hour programmes.
, based on the provisions of an EU directive. The government of Sweden has protested these advertisements, but EU laws are applicable in Sweden unless clearly shown to be invalid in Swedish jurisdiction. These advertisements contain warnings which are worded less strongly than the warnings on tobacco products - for example, "Avoid drinking while pregnant
," as opposed to "smoking kills."
, under-age drinking and drunk driving
. The Portman Group
, an association of leading drinks producers in the UK, are responsible for various such campaigns. These include responsible drinking
, drink driving (and designated driver
s), proof of age cards. The Drink Aware campaign, for example, aims to educate people about how to drink sensibly and avoid binge drinking
. The web site address is displayed as part of all of the adverts for products made by members of the group.
The Century Council, financially supported by a group of alcoholic beverage distillers in the United States, promotes responsible decision-making regarding drinking or non-drinking and works to reduce all forms of irresponsible consumption. Since its founding in 1991, it has invested over 175 million dollars in its programs.
Many campaigns by the alcoholic beverage industry that advocate responsible drinking presuppose that drinking for recreational purposes is a positive activity and reinforce this idea as an example of sensible consumption. Persons who believe alcohol can never simultaneously be used "sensibly" and recreationally would obviously disagree with the focus or direction of these campaigns.
A controversial anti-drunk driving advertisement in South Africa has threatened the public with rape in prison. The campaign is still underway with no reported complaints to the advertising standards authorities.
Refer to: http://www.iol.co.za/news/crime-courts/drink-drive-campaign-gets-ugly-1.950728?showComments=true
, the Heineken Cup
, is called the H Cup in France
because of that country's restrictions on alcohol advertising. However, such sponsorship is still common in other areas, such as the United States
.
Alcohol advertising is common in motor racing competitions, and is particularly prominent in NASCAR
racing. One major example of this was the Busch Series
(since renamed Nationwide Series), sponsored by a brand of beer
sold by Anheuser-Busch
. That sponsorship, which started in the series' conversion from a national Late Model Sportsman races around the country to the present touring format in 1982, ended after 2007.
Budweiser
, the best-known Anheuser-Busch brand, currently sponsors the car of Kevin Harvick
, arguably one of the most popular Sprint Cup Series drivers.
Furthermore, NASCAR mandates drivers under 21 not be permitted to wear any alcohol-branded sticker on their cars. In cases with below drinking age drivers, a specialised "Coors Pole Award - 21 Means 21
" sticker is placed on such drivers' cars. One team, Petty Enterprises
, refuses to participate in alcohol advertising and forfeits all alcohol monies and bonuses.
For distilled spirits, teams must run a responsible drinking sticker clearly visible on the car. For Jack Daniel's
, the theme is "Pace Yourself, Drink Responsibly", and includes on NASCAR's Web site a waving yellow flag warning drinkers. For Crown Royal
, the television ads feature the car with the slogan "Be a champion, Drink Responsibly" and it acting as a pace car to drivers, warning them of responsibility. Jim Beam has radio ads and NASCAR mandated statements about alcohol control. None of the three, however, is a full-time sponsor, as they alternate sponsorship with other products unrelated to their firm on the car. (Jim Beam's parent, Fortune Brands, sometimes has its Moen Faucet
s replace Jim Beam on the car in selected races.)
Although tobacco
companies have been the main source of financial backing in Formula One
, some alcohol brands have also been associated with the sport. For example, Budweiser appears on the WilliamsF1
car and the Foster's Group
(with the Foster's Lager
brand) sponsor numerous circuits around the world, most notably Fosters Australian Grand Prix in Albert Park, Melbourne, Australia. Becks had been Jaguar's sponsor. Johnnie Walker
has sponsored McLaren since 2006.
Anheuser-Busch, being a conglomerate with non-alcoholic properties, complies with the French alcohol advertising ban in Formula One by placing their Busch Entertainment theme park logos (mostly Sea World) where their Budweiser logo would appear on the WilliamsF1
car at races where alcohol advertising is banned and in Middle Eastern countries, where alcohol advertising is discouraged. Few companies, however, added responsible drinking campaigns with their sponsorship, notably the 1989-90 BTCC
Ford Sierra RS500
of Tim Harvey
and Laurence Bristow
, which was sponsored by Labatt. Throughout the two seasons, the car bore a "Please Don't Drink and Drive" message.
Some stadiums, particularly in the U.S., bear the names of breweries or beer brands via naming rights
arrangements, such as Busch Stadium
, Coors Field
, and Miller Park; those three venues are all in or near the cities of their headquarters.
Diageo
are a major sponsor of many sporting events through their various brands. For example, Johnnie Walker
sponsor the Championship at Gleneagles
and Classic
golf
tournaments along with the Team McLaren Formula One car.
Cricket
is a sport with a large amount of alcohol sponsorship. The 2005 Ashes, for example, featured sponsorship hoardings by brands such as Red Stripe
, Thwaites Lancaster Bomber
and Wolf Blass wines
.
Rugby union
also has a substantial amount of alcohol sponsorship. The All Blacks
feature Steinlager
sponsorship prominently. The Scotland national team
has a long-established relationship with The Famous Grouse
, a brand of Scotch whisky
. Wales
has a more recent relationship with the Brains brewery (But wear "Brawn" when playing in France), and the Springboks
of South Africa
agreed for South African Breweries
to put the Castle Lager brand on their shirt until 2004. Magners is the title sponsor of the Magners League, the top competition in Ireland
, Scotland
and Wales
, Guinness
is the title sponsor of the Guinness Premiership
, the top competition in England
, and the beer brand Tooheys New
was the Australia
n sponsor of the Southern Hemisphere Super 14
competition through the 2006 season. Bundaberg Rum
is one of the sponsors of the Australia national rugby union team
.
Rugby League
in Australia
is sponsored by Foster's Lager
and Bundaberg Rum
.
' iconic stature can be attributed in part to its advertising campaigns. One of the most notable and recognizable series of adverts was created by Benson's advertising, primarily John Gilroy, in the 1930s and 40s. Gilroy was responsible for creating posters which included such phrases such as "Guinness for Strength", "It's a Lovely Day for a Guinness", and most famously, "Guinness is Good For You". The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a kangaroo
, ostrich
, seal
, lion
, and notably a toucan
, which has become as much a symbol of Guinness as the Trinity College Harp
. Guinness advertising paraphernalia attracts high prices on the collectible market.
In a campaign reminiscent of viral marketing
techniques, one advert quickly appeared as a screensaver
distributed over the Internet
. It was a simple concept, featuring Dublin actor Joe McKinney dancing around the drink while it was given time to settle. The accompanying music (mambo tune Guaglione by Pérez Prado) was released as a single and reached number one on the Irish charts and number two on the UK charts
in May 1995.
In Malaysia, Singapore, and Hong Kong, Guinness launched a $8 million advertising campaign using the fictional character of Adam King to promote the embodiment of Guinness as a man could be incredibly powerful. The advertising campaign was handled by advertising firm, Saatchi & Saatchi
.
In Africa
, the character of Michael Power
has been used since 1999 to boost sales.
Today, Guinness' principal television campaign in North America consists of limited animation
commercials featuring two eccentric scientists in 19th century dress complimenting one another's ideas as "brilliant!"
and was introduced to the United States in the year 1979. Its launch was a true challenge due to a variety of factors: Sweden was not perceived as a vodka-producing country, the bottle was very awkward for bartenders to use, and vodka was perceived as a cheap, tasteless drink. Absolut's advertising campaign by TBWA
exploited the shape of the bottle to create clever advertisements that caused people to become involved in the advertising, and the brand took off. Before Absolut, there were very few distinctions in the vodka category. Today there are regular, premium, and superpremium vodkas each at different price points and qualities. Flavored vodkas have become ubiquitous and may be found commonly at regular and premium price points.
and Australia shows that sponsorship of sports participants or athletes is associated with more hazardous drinking. With calls from the UK, Australia, and New Zealand, for bans on alcohol industry sponsorship and advertising in sport.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
of alcoholic beverage
Alcoholic beverage
An alcoholic beverage is a drink containing ethanol, commonly known as alcohol. Alcoholic beverages are divided into three general classes: beers, wines, and spirits. They are legally consumed in most countries, and over 100 countries have laws regulating their production, sale, and consumption...
s by alcohol
Alcohol
In chemistry, an alcohol is an organic compound in which the hydroxy functional group is bound to a carbon atom. In particular, this carbon center should be saturated, having single bonds to three other atoms....
producers through a variety of media
Mass media
Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...
. Along with tobacco advertising
Tobacco advertising
Tobacco advertising is the advertising of tobacco products or use by the tobacco industry through a variety of media including sponsorship, particularly of sporting events. It is now one of the most highly regulated forms of marketing...
, it is one of the most highly-regulated
Advertising regulation
Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content. In the United States, false advertising and health-related ads are regulated...
forms of marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
. Some or all forms of alcohol advertising is banned in some countries.
Scientific research, health agencies and universities have, over decades, been able to demonstrate a correlation between alcohol beverage advertising and alcohol consumption. However, it has not been proven that alcohol advertising causes higher consumption. It is in the alcohol industry's interest to demonstrate that effective alcohol campaigns only increase a producer's market share and also brand loyalty.
Advertising
Many advertising campaigns have attempted to increase consumption, brandBrand loyalty
The American Marketing Association defines brand loyalty as:# The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category .# The degree to which a consumer consistently...
and customer loyalty
Loyalty business model
The loyalty business model is a business model used in strategic management in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or surpassed...
.
Target marketing
The intended audienceTarget market
A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy...
of the alcohol advertising campaign
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
s have changed over the years, with some brands being specifically targeted towards a particular demographic
Demographic profile
A demographic or demographic profile is a term used in marketing and broadcasting, to describe a demographic grouping or a market segment...
. Some drinks are traditionally seen as a male drink, particularly beer
Beer
Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
s and whiskies, while others are drunk by females. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage.
One area in which the alcohol industry has faced criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of alcopop
Alcopop
Alcopop is a colloquial term describing certain flavored alcoholic beverages, including:#malt beverages to which various fruit juices or other flavorings have been added...
s – sweet-tasting
Sweetness
Sweetness is one of the five basic tastes and is almost universally regarded as a pleasurable experience. Foods rich in simple carbohydrates such as sugar are those most commonly associated with sweetness, although there are other natural and artificial compounds that are sweet at much lower...
, brightly coloured drinks with names that may appeal to a younger audience. However, numerous government and other reports have failed to support that allegation.
There have been several disputes over whether alcohol advertisements are targeting teens. There happens to be heavy amounts of alcohol advertising that appears to make drinking fun and exciting. Alcohol advertisements can be seen virtually anywhere, they are especially known for sponsoring sporting events, concerts, magazines, and they are found anywhere on the internet. Most of the vendors’ websites require an age of 21 to enter, but there is no restriction besides simply entering a birth date. With the catchy slogans, the idea that drinking is trendy, and no mention of the negative side of excessive use such advertising could be very harmful.
On the other hand, vendors do not see their ads as a target for teens, and claim they should not be held responsible if they indirectly target minors. Their argument is that companies and businesses rely heavily upon advertising, and they cannot help it if minors see these advertisements. Ironically, vendors also invest money in alcohol prevention and awareness programs each year.
Whether young people are directly targeted by alcohol advertisers or not, they are exposed to alcohol advertising on television, in print media, and on radio. In fact, 45% of the commercials that young people view each year are advertisements for alcohol. A first question to be answered through rigorous research, therefore, is whether alcohol advertising does have an impact on alcohol consumption amongst young people.
The National Household Survey on Drug Abuse reports the rates of binge alcohol use in 2008 were 1.5 percent among 12 or 13 years old, 6.9 percent among 14 or 15 years old, 17.2 percent among 16 or 17 years old, 33.7 percent among persons aged 18 to 20. In 2009, the rates for each group of underage alcohol usage increased by a fourth.
According to 2001 College Alcohol Study (CAS), continuous alcohol promotions and advertisements including lowering prices on certain types of alcohol on a college campus have increased the percentage of alcohol consumption of that college community.Alcohol advertising on college campuses have also shown to increase binge drinking among students. However, it is concluded that the consistency of these special promotions and ads could also be useful in reducing binge drinking and other related drinking problems on campus. (Kuo, 2000, Wechsler 2000, Greenberg 2000, Lee 2000).
Kuo, Meichun , Henry Wechsler, Patty Greenberg, and Hang Lee. "ScienceDirect - American Journal of Preventive Medicine : The marketing of alcohol to college students: The role of low prices and special promotions." ScienceDirect - Home. N.p., 3 Oct. 2000. Web. 22 Sept. 2011.
Did you know?
- Results from one study indicate that beer advertisements are a significant predictor of an adolescent's knowledge, preference, and loyalty for beer brands, as well as current drinking behavior and intentions to drink (Gentile, 2001).
- Television advertising changes attitudes about drinking. Young people report more positive feelings about drinking and their own likelihood to drink after viewing alcohol ads (Austin, 1994; Grube, 1994).
- The alcohol industry spends $2 billion per year on all media advertising (Strasburger, 1999).
- The beer brewing industry itself spent more than $770 million on television ads and $15 million on radio ads in 2000
(Center for Science in the Public Interest, 2002).
Research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing have a significant impact on youth decisions to drink. (The Center on Alcohol Marketing and Youth [CAMY]).
"While many factors may influence an underage person's drinking decisions, including among other things parents, peers and the media, there is reason to believe that advertising also plays a role." (Federal Trade Commission, Self-Regulation in the Alcohol Industry, 1999)
Parents and peers have a large impact on youth decisions to drink. However, research clearly indicates that alcohol advertising and marketing also have a significant effect by influencing youth and adult expectations and attitudes, and helping to create an environment that promotes underage drinking.
Advertising around the world
The European UnionEuropean Union
The European Union is an economic and political union of 27 independent member states which are located primarily in Europe. The EU traces its origins from the European Coal and Steel Community and the European Economic Community , formed by six countries in 1958...
and World Health Organization
World Health Organization
The World Health Organization is a specialized agency of the United Nations that acts as a coordinating authority on international public health. Established on 7 April 1948, with headquarters in Geneva, Switzerland, the agency inherited the mandate and resources of its predecessor, the Health...
(WHO) have both specified that the advertising and promotion of alcohol needs to be controlled. In September 2005, the WHO Euro Region adopted a Framework for Alcohol Policy for the Region. This has 5 ethical principles which includes "All children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol consumption and, to the extent possible, from the promotion of alcoholic beverages" http://www.euro.who.int/document/e88335.pdf. Cross-border television advertising within the EU is regulated by the 1989 Television without Frontiers Directive. Article 15 of this Directive sets out the restrictions on alcohol advertising:
- "it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
- it shall not link the consumption of alcohol to enhanced physical performance or to driving;
- it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
- it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
- it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
- it shall not place emphasis on high alcoholic content as being a positive quality of the beverages."
This article on alcohol advertising restrictions is implemented in each EU country largely through the self-regulatory bodies dealing with advertising.
The EU law 'TV without Frontiers' Directive is currently being revised to broaden the scope to new media formats such as digital television. Now called the 'Audiovisual Directive', the European Parliament is voting on the new text of the legislation in December 2006.
A number of non-governmental organizations working on alcohol policy have raised questions about whether the restrictions on alcohol advertising in Article 15 are effective and being properly implemented. For the Audiovisual Directive, they are calling on Members of the European Parliament (MEPs) to vote for a ban on alcohol adverts on televisions before 9.00 p.m.
Some countries, such as Ukraine
Ukraine
Ukraine is a country in Eastern Europe. It has an area of 603,628 km², making it the second largest contiguous country on the European continent, after Russia...
, Kenya
Kenya
Kenya , officially known as the Republic of Kenya, is a country in East Africa that lies on the equator, with the Indian Ocean to its south-east...
, France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
, India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
and Norway
Norway
Norway , officially the Kingdom of Norway, is a Nordic unitary constitutional monarchy whose territory comprises the western portion of the Scandinavian Peninsula, Jan Mayen, and the Arctic archipelago of Svalbard and Bouvet Island. Norway has a total area of and a population of about 4.9 million...
, have banned all alcohol advertising on television and billboard.
United States
In the United States, spirits advertising has self-regulatory bodies that create standards for the ethical advertising of alcohol. The special concern is where advertising is placed. Currently, the standard is that alcohol advertisements can only be placed in media where 70% of the audience is over the legal drinking age. Alcohol advertising's creative messages should not be designed to appeal to people under the age of 21, for example, using cartoon characters as spokespeople is discouraged. Advertising cannot promote brands based on alcohol content or its effects. Advertising must not encourage irresponsible drinking. Another issue in media placement is whether media vendors will accept alcohol advertising. The decision to accept an individual ad or a category of advertising is always at the discretion of the owner or publisher of a media outlet. In the United States, there are several television networks that, although their viewers may be above the legal drinking age, do not accept "vice" advertising like alcohol advertising on principle. Currently the tobacco industry is forbidden to advertise on TV. Because of strong self-regulation, alcohol advertising has mostly avoided regulation by the federal government. The Federal Trade CommissionFederal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...
has conducted investigations of possible targeting to those under the age of 21. However, its investigations and that of scholars have not found evidence of such targeting.
Concerns exist that irresponsible advertising practices or "pushing the envelope" with audience composition may lead to permanent legislation governing the advertising of beverage alcohol. Additionally, consumers typically never see people consuming the beverages being advertised in any
Asia
In Malaysia, alcohol advertising on radio and televisions was outlawed in 1995. On Malaysian television, alcohol advertising is not shown before 10:00 pm and during Malay-language programs. However, non-Malay newspapers and magazines are allowed to continue alcohol advertising. Supermarkets and hypermarkets are also criticized for advertising alcohol products on trolley, which is a disappointment for Muslims, which is an official religion of the country. After the ban of alcohol advertising on Malaysian radio and televisions, they continued to build the brands with sponsorships of concerts and entertainment events.In Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
, alcohol advertisement is not allowed to be shown during programmes intended for children and young persons and during Malay-language programmes.
In Hong Kong
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...
, alcohol advertising is not allowed to be shown during Family Viewing Hour programmes.
Sweden
According to Swedish law, advertisements for alcohol are generally forbidden. However, advertisement is permitted for beverages identified as "class 1" or "light beer." Other beverages, such as medium and strong beers (3.5% alcohol or more), which share a name with advertised light beers may benefit from this. Since 2005, newspapers have allowed advertisements for wine, and later for spiritsDistilled beverage
A distilled beverage, liquor, or spirit is an alcoholic beverage containing ethanol that is produced by distilling ethanol produced by means of fermenting grain, fruit, or vegetables...
, based on the provisions of an EU directive. The government of Sweden has protested these advertisements, but EU laws are applicable in Sweden unless clearly shown to be invalid in Swedish jurisdiction. These advertisements contain warnings which are worded less strongly than the warnings on tobacco products - for example, "Avoid drinking while pregnant
Fetal alcohol syndrome
Fetal alcohol syndrome is a pattern of mental and physical defects that can develop in a fetus in association with high levels of alcohol consumption during pregnancy. Current research also implicates other lifestyle choices made by the prospective mother...
," as opposed to "smoking kills."
Responsible drinking campaigns
There have been various campaigns to help prevent alcoholismAlcoholism
Alcoholism is a broad term for problems with alcohol, and is generally used to mean compulsive and uncontrolled consumption of alcoholic beverages, usually to the detriment of the drinker's health, personal relationships, and social standing...
, under-age drinking and drunk driving
Driving under the influence
Driving under the influence is the act of driving a motor vehicle with blood levels of alcohol in excess of a legal limit...
. The Portman Group
Portman Group
The Portman Group is a trade group composed of alcoholic beverage producers and brewers in the UK.-History:It was set up in 1989 as part of a campaign to raise awareness of alcohol-related issues, and its members account for the majority of alcohol products sold in the UK...
, an association of leading drinks producers in the UK, are responsible for various such campaigns. These include responsible drinking
Drinking culture
Drinking culture refers to the customs and practices associated with the consumption of alcoholic beverages. Although alcoholic beverages and social attitudes toward drinking vary around the world, nearly every civilization has independently discovered the processes of brewing beer, fermenting...
, drink driving (and designated driver
Designated driver
The terms "designated driver" and "designated driving" refer to selecting a person to remain sober, as the driver of a vehicle, while others are allowed to drink to excess . A designated driver is a person who abstains from alcohol on a social occasion in order to drive his/her companions home safely...
s), proof of age cards. The Drink Aware campaign, for example, aims to educate people about how to drink sensibly and avoid binge drinking
Binge drinking
Binge drinking or heavy episodic drinking is the modern epithet for drinking alcoholic beverages with the primary intention of becoming intoxicated by heavy consumption of alcohol over a short period of time. It is a kind of purposeful drinking style that is popular in several countries worldwide,...
. The web site address is displayed as part of all of the adverts for products made by members of the group.
The Century Council, financially supported by a group of alcoholic beverage distillers in the United States, promotes responsible decision-making regarding drinking or non-drinking and works to reduce all forms of irresponsible consumption. Since its founding in 1991, it has invested over 175 million dollars in its programs.
Many campaigns by the alcoholic beverage industry that advocate responsible drinking presuppose that drinking for recreational purposes is a positive activity and reinforce this idea as an example of sensible consumption. Persons who believe alcohol can never simultaneously be used "sensibly" and recreationally would obviously disagree with the focus or direction of these campaigns.
A controversial anti-drunk driving advertisement in South Africa has threatened the public with rape in prison. The campaign is still underway with no reported complaints to the advertising standards authorities.
Refer to: http://www.iol.co.za/news/crime-courts/drink-drive-campaign-gets-ugly-1.950728?showComments=true
Sponsorship in sport
The sponsorship of sporting events and sportspeople is banned in many countries. For example, the primary club competition in European rugby unionRugby union
Rugby union, often simply referred to as rugby, is a full contact team sport which originated in England in the early 19th century. One of the two codes of rugby football, it is based on running with the ball in hand...
, the Heineken Cup
Heineken Cup
The Heineken Cup is one of two annual rugby union competitions organised by European Rugby Cup involving leading club, regional and provincial teams from the six International Rugby Board countries in Europe whose national teams compete in the Six Nations Championship: England, France, Ireland,...
, is called the H Cup in France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
because of that country's restrictions on alcohol advertising. However, such sponsorship is still common in other areas, such as the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
.
Alcohol advertising is common in motor racing competitions, and is particularly prominent in NASCAR
NASCAR
The National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...
racing. One major example of this was the Busch Series
Busch Series
The NASCAR Nationwide Series is a stock car racing series owned and operated by the National Association of Stock Car Auto Racing. It is promoted as NASCAR's "minor league" circuit, and is a proving ground for drivers who wish to step up to the organization's "big leagues"; the Sprint Cup circuit...
(since renamed Nationwide Series), sponsored by a brand of beer
Beer
Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
sold by Anheuser-Busch
Anheuser-Busch
Anheuser-Busch Companies, Inc. , is an American brewing company. The company operates 12 breweries in the United States and 18 in other countries. It was, until December 2009, also one of America's largest theme park operators; operating ten theme parks across the United States through the...
. That sponsorship, which started in the series' conversion from a national Late Model Sportsman races around the country to the present touring format in 1982, ended after 2007.
Budweiser
Budweiser (Anheuser-Busch)
Budweiser is a 5.0% abv American-style lager introduced in 1876 by Adolphus Busch and one of the highest selling beers in the United States. It is made with up to 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world...
, the best-known Anheuser-Busch brand, currently sponsors the car of Kevin Harvick
Kevin Harvick
Kevin Michael Harvick is an American stock car auto racing race car driver and car owner currently competing in the NASCAR Sprint Cup Series for Richard Childress Racing, driving the No. 29 Budweiser/Jimmy John's/Rheem/Okuma/Realtree Outdoors/Bad Boy Buggies Chevrolet Impala...
, arguably one of the most popular Sprint Cup Series drivers.
Furthermore, NASCAR mandates drivers under 21 not be permitted to wear any alcohol-branded sticker on their cars. In cases with below drinking age drivers, a specialised "Coors Pole Award - 21 Means 21
Pole position
The term "pole position", as used in motorsports, comes from the horse racing term where the number one starter starts on the inside next to the inside pole. The term made its way, along with several other customs, to auto racing. In circuit motorsports, a driver has pole position when he or she...
" sticker is placed on such drivers' cars. One team, Petty Enterprises
Petty Enterprises
Petty Enterprises was a NASCAR racing team based in Randleman, North Carolina, USA. The team was owned by Richard Petty, his son Kyle Petty, and Boston Ventures. At the time of its folding the team operated the #43 and #45 Dodge Chargers in the NASCAR Sprint Cup Series. Petty Enterprises ran from...
, refuses to participate in alcohol advertising and forfeits all alcohol monies and bonuses.
For distilled spirits, teams must run a responsible drinking sticker clearly visible on the car. For Jack Daniel's
Jack Daniel's
Jack Daniel's is a brand of sour mash Tennessee whiskey that is among the world's best-selling liquors. It is known for its square bottles and black label. As of November, 2007, one blogger was claiming that it was the best-selling whiskey in the world. It is produced in Lynchburg, Tennessee by...
, the theme is "Pace Yourself, Drink Responsibly", and includes on NASCAR's Web site a waving yellow flag warning drinkers. For Crown Royal
Crown Royal
Crown Royal is a blended Canadian whisky, 40% alcohol by volume, 80 proof. The brand is currently owned by Diageo, who purchased it when the Seagram portfolio was dissolved in the year 2000. It is the top-selling Canadian whisky in the United States....
, the television ads feature the car with the slogan "Be a champion, Drink Responsibly" and it acting as a pace car to drivers, warning them of responsibility. Jim Beam has radio ads and NASCAR mandated statements about alcohol control. None of the three, however, is a full-time sponsor, as they alternate sponsorship with other products unrelated to their firm on the car. (Jim Beam's parent, Fortune Brands, sometimes has its Moen Faucet
Moen (company)
Moen is a product line of faucets and other fixtures started by inventor Alfred M. Moen that is now part of the Fortune Brands Home & Security company. The Moen division is headquartered in North Olmsted, Ohio. Moen was originally part of Ravenna Metal Products of Seattle, Washington...
s replace Jim Beam on the car in selected races.)
Although tobacco
Tobacco
Tobacco is an agricultural product processed from the leaves of plants in the genus Nicotiana. It can be consumed, used as a pesticide and, in the form of nicotine tartrate, used in some medicines...
companies have been the main source of financial backing in Formula One
Formula One
Formula One, also known as Formula 1 or F1 and referred to officially as the FIA Formula One World Championship, is the highest class of single seater auto racing sanctioned by the Fédération Internationale de l'Automobile . The "formula" designation in the name refers to a set of rules with which...
, some alcohol brands have also been associated with the sport. For example, Budweiser appears on the WilliamsF1
WilliamsF1
Williams Grand Prix Engineering Limited, trading as AT&T Williams, is a British Formula One motor racing team and constructor. It was founded and run by Sir Frank Williams and Patrick Head...
car and the Foster's Group
Foster's Group
Foster's Group is a beer group with interests in brewing and soft drinks. Foster's Group is the brewer of the Foster's Lager. Foster's Group Limited is a publicly-listed company on the Australian Securities Exchange and is based in Melbourne, Victoria...
(with the Foster's Lager
Foster's Lager
Foster's Lager is an internationally distributed Australian brand of 5.0% abv pale lager, It is a product of Foster's Group brewed under licence in several countries, including the U.S. and Russia...
brand) sponsor numerous circuits around the world, most notably Fosters Australian Grand Prix in Albert Park, Melbourne, Australia. Becks had been Jaguar's sponsor. Johnnie Walker
Johnnie Walker
Johnnie Walker is a brand of Scotch Whisky owned by Diageo and originated in Kilmarnock, Ayrshire, Scotland.It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country with yearly sales of over 130 million bottles.-History:Originally known as Walker's...
has sponsored McLaren since 2006.
Anheuser-Busch, being a conglomerate with non-alcoholic properties, complies with the French alcohol advertising ban in Formula One by placing their Busch Entertainment theme park logos (mostly Sea World) where their Budweiser logo would appear on the WilliamsF1
WilliamsF1
Williams Grand Prix Engineering Limited, trading as AT&T Williams, is a British Formula One motor racing team and constructor. It was founded and run by Sir Frank Williams and Patrick Head...
car at races where alcohol advertising is banned and in Middle Eastern countries, where alcohol advertising is discouraged. Few companies, however, added responsible drinking campaigns with their sponsorship, notably the 1989-90 BTCC
British Touring Car Championship
The British Touring Car Championship is a touring car racing series held each year in the United Kingdom. The Championship was established in 1958 as the British Saloon Car Championship and has run to various rules over the years – "production cars", then FIA Group 1 or 2 in the late 1960s...
Ford Sierra RS500
Ford Sierra
The Ford Sierra is a large family car that was built by Ford Europe from 1982 until 1993. It was designed by Uwe Bahnsen, Robert Lutz and Patrick le Quément. The code used during development was "Project Toni"....
of Tim Harvey
Tim Harvey
Tim Harvey is a racing driver from England. He was the 2008 and 2010 Porsche Carrera Cup Great Britain Champion. A household name in the 1990s, Harvey won the prestigious BTCC title in 1992, and was a frontrunner for most of the late 80s and early 90s...
and Laurence Bristow
Laurence Bristow
Laurence Bristow , was a British racing driver best known for his time in the British Touring Car Championship.-Racing career:...
, which was sponsored by Labatt. Throughout the two seasons, the car bore a "Please Don't Drink and Drive" message.
Some stadiums, particularly in the U.S., bear the names of breweries or beer brands via naming rights
Naming rights
In the private sector, naming rights are a financial transaction whereby a corporation or other entity purchases the right to name a facility, typically for a defined period of time. For properties like a multi-purpose arena, performing arts venue or an athletic field, the term ranges from three...
arrangements, such as Busch Stadium
Busch Stadium
Busch Stadium is the home of the St. Louis Cardinals, of MLB...
, Coors Field
Coors Field
Coors Field, located in Denver, Colorado, is the home field of Major League Baseball's Colorado Rockies. It is named for the Coors Brewing Company of Golden, Colorado, which purchased the naming rights to the park prior to its completion in 1995...
, and Miller Park; those three venues are all in or near the cities of their headquarters.
Diageo
Diageo
Diageo plc is a global alcoholic beverages company headquartered in London, United Kingdom. It is the world's largest producer of spirits and a major producer of beer and wine....
are a major sponsor of many sporting events through their various brands. For example, Johnnie Walker
Johnnie Walker
Johnnie Walker is a brand of Scotch Whisky owned by Diageo and originated in Kilmarnock, Ayrshire, Scotland.It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country with yearly sales of over 130 million bottles.-History:Originally known as Walker's...
sponsor the Championship at Gleneagles
Johnnie Walker Championship at Gleneagles
The Johnnie Walker Championship at Gleneagles is a European Tour golf tournament which is played at the Gleneagles Hotel in Scotland. The tournament was founded in 1999 as the Scottish PGA Championship, and despite maintaining the same sponsor, has since changed name on several occasions, as Diageo...
and Classic
Johnnie Walker Classic
The Johnnie Walker Classic was a European Tour golf tournament which is played in the Asia Pacific region. Johnnie Walker is a brand name and the owners have a long history of tournament sponsorship. They also sponsor the Johnnie Walker Championship at Gleneagles which is a European Tour event...
golf
Golf
Golf is a precision club and ball sport, in which competing players use many types of clubs to hit balls into a series of holes on a golf course using the fewest number of strokes....
tournaments along with the Team McLaren Formula One car.
Cricket
Cricket
Cricket is a bat-and-ball game played between two teams of 11 players on an oval-shaped field, at the centre of which is a rectangular 22-yard long pitch. One team bats, trying to score as many runs as possible while the other team bowls and fields, trying to dismiss the batsmen and thus limit the...
is a sport with a large amount of alcohol sponsorship. The 2005 Ashes, for example, featured sponsorship hoardings by brands such as Red Stripe
Red Stripe
Red Stripe is a Jamaican lager beer whose logo is a bold, diagonal red stripe. It is brewed by Desnoes & Geddes Limited, originally a soft drink manufacturer incorporated on July 31, 1918, by Kingston, Jamaica natives Eugene Peter Desnoes and Thomas Hargreaves Geddes...
, Thwaites Lancaster Bomber
Thwaites Brewery
Thwaites Brewery is a regional brewery founded in 1807 by Daniel Thwaites in Blackburn, Lancashire, England. The firm still operates from its original town centre site. A variety of cask ales, draught beers, lagers and ciders are produced in Blackburn or imported from Europe by Thwaites. In 1999,...
and Wolf Blass wines
Wolf Blass
Wolf Blass is an Australian winery based in South Australia's Barossa Valley.It was established in 1966 by Wolfgang Blass, a German immigrant from who arrived in Australia in 1961 with little money and a diploma in winemaking. One of his first jobs was with Tolley, Scott and Tolley as a winemaker...
.
Rugby union
Rugby union
Rugby union, often simply referred to as rugby, is a full contact team sport which originated in England in the early 19th century. One of the two codes of rugby football, it is based on running with the ball in hand...
also has a substantial amount of alcohol sponsorship. The All Blacks
All Blacks
The New Zealand men's national rugby union team, known as the All Blacks, represent New Zealand in what is regarded as its national sport....
feature Steinlager
Steinlager
Steinlager is a lager-style beer brewed by Lion Nathan in Newmarket, a suburb of Auckland, New Zealand. It has won several prizes, notably at beer competitions in the United States, and is New Zealand's biggest export beer.- History :In 1957 the New Zealand Minister of Finance, Arnold Nordmeyer...
sponsorship prominently. The Scotland national team
Scotland national rugby union team
The Scotland national rugby union team represent Scotland in international rugby union. Rugby union in Scotland is administered by the Scottish Rugby Union. The Scotland rugby union team is currently ranked eighth in the IRB World Rankings as of 19 September 2011...
has a long-established relationship with The Famous Grouse
The Famous Grouse
The Famous Grouse is a brand of blended Scotch whisky, first produced by Matthew Gloag & Son Ltd. in 1897, and now produced by The Edrington Group. The malt whiskies used in The Famous Grouse blend include The Glenrothes, Highland Park Single Malt and Macallan Single Malt. Its emblem is the Red...
, a brand of Scotch whisky
Scotch whisky
Scotch whisky is whisky made in Scotland.Scotch whisky is divided into five distinct categories: Single Malt Scotch Whisky, Single Grain Scotch Whisky, Blended Malt Scotch Whisky , Blended Grain Scotch Whisky, and Blended Scotch Whisky.All Scotch whisky must be aged in oak barrels for at least three...
. Wales
Wales national rugby union team
The Wales national rugby union team represent Wales in international rugby union tournaments. They compete annually in the Six Nations Championship with England, France, Ireland, Italy and Scotland. Wales have won the Six Nations and its predecessors 24 times outright, second only to England with...
has a more recent relationship with the Brains brewery (But wear "Brawn" when playing in France), and the Springboks
South Africa national rugby union team
The South African national rugby union team are 2009 British and Irish Lions Series winners. They are currently ranked as the fourth best team in the IRB World Rankings and were named 2008 World Team of the Year at the prestigious Laureus World Sports Awards.Although South Africa was instrumental...
of South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
agreed for South African Breweries
South African Breweries
The South African Breweries , then called Castle Breweries, was founded in 1895 specifically to serve a new market of miners and prospectors in and around Johannesburg. Two years later, it became the first industrial company to list on the Johannesburg Stock Exchange...
to put the Castle Lager brand on their shirt until 2004. Magners is the title sponsor of the Magners League, the top competition in Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
, Scotland
Scotland
Scotland is a country that is part of the United Kingdom. Occupying the northern third of the island of Great Britain, it shares a border with England to the south and is bounded by the North Sea to the east, the Atlantic Ocean to the north and west, and the North Channel and Irish Sea to the...
and Wales
Wales
Wales is a country that is part of the United Kingdom and the island of Great Britain, bordered by England to its east and the Atlantic Ocean and Irish Sea to its west. It has a population of three million, and a total area of 20,779 km²...
, Guinness
Guinness
Guinness is a popular Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin. Guinness is directly descended from the porter style that originated in London in the early 18th century and is one of the most successful beer brands worldwide, brewed in almost...
is the title sponsor of the Guinness Premiership
Guinness Premiership
The English Premiership, also currently known as the Aviva Premiership because of the league's sponsorship by Aviva, is a professional league competition for rugby union football clubs in the top division of the English rugby system. There are twelve clubs in the Premiership...
, the top competition in England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
, and the beer brand Tooheys New
Tooheys New
Tooheys New is a standard Australian lager and the most popular of the Tooheys' beers owned by the New Zealand Lion Nathan beverages company....
was the Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
n sponsor of the Southern Hemisphere Super 14
Super 14
Super Rugby is the largest and pre-eminent professional Rugby union competition in the Southern Hemisphere...
competition through the 2006 season. Bundaberg Rum
Bundaberg Rum
Bundaberg Rum is a dark rum produced in Bundaberg, Australia, often referred to as "Bundy".The Bundaberg Distilling Company owns its own cola-producing facility, which supplies the cola for its ready-to-drink Bundaberg Rum and Cola products.-History:...
is one of the sponsors of the Australia national rugby union team
Australia national rugby union team
The Australian national rugby union team is the representative side of Australia in rugby union. The national team is nicknamed the Wallabies and competes annually with New Zealand and South Africa in the Tri-Nations Series, in which they also contest the Bledisloe Cup with New Zealand and the...
.
Rugby League
Rugby league
Rugby league football, usually called rugby league, is a full contact sport played by two teams of thirteen players on a rectangular grass field. One of the two codes of rugby football, it originated in England in 1895 by a split from Rugby Football Union over paying players...
in Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
is sponsored by Foster's Lager
Foster's Lager
Foster's Lager is an internationally distributed Australian brand of 5.0% abv pale lager, It is a product of Foster's Group brewed under licence in several countries, including the U.S. and Russia...
and Bundaberg Rum
Bundaberg Rum
Bundaberg Rum is a dark rum produced in Bundaberg, Australia, often referred to as "Bundy".The Bundaberg Distilling Company owns its own cola-producing facility, which supplies the cola for its ready-to-drink Bundaberg Rum and Cola products.-History:...
.
Guinness
GuinnessGuinness
Guinness is a popular Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin. Guinness is directly descended from the porter style that originated in London in the early 18th century and is one of the most successful beer brands worldwide, brewed in almost...
' iconic stature can be attributed in part to its advertising campaigns. One of the most notable and recognizable series of adverts was created by Benson's advertising, primarily John Gilroy, in the 1930s and 40s. Gilroy was responsible for creating posters which included such phrases such as "Guinness for Strength", "It's a Lovely Day for a Guinness", and most famously, "Guinness is Good For You". The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a kangaroo
Kangaroo
A kangaroo is a marsupial from the family Macropodidae . In common use the term is used to describe the largest species from this family, especially those of the genus Macropus, Red Kangaroo, Antilopine Kangaroo, Eastern Grey Kangaroo and Western Grey Kangaroo. Kangaroos are endemic to the country...
, ostrich
Ostrich
The Ostrich is one or two species of large flightless birds native to Africa, the only living member of the genus Struthio. Some analyses indicate that the Somali Ostrich may be better considered a full species apart from the Common Ostrich, but most taxonomists consider it to be a...
, seal
Pinniped
Pinnipeds or fin-footed mammals are a widely distributed and diverse group of semiaquatic marine mammals comprising the families Odobenidae , Otariidae , and Phocidae .-Overview: Pinnipeds are typically sleek-bodied and barrel-shaped...
, lion
Lion
The lion is one of the four big cats in the genus Panthera, and a member of the family Felidae. With some males exceeding 250 kg in weight, it is the second-largest living cat after the tiger...
, and notably a toucan
Toucan
Toucans are members of the family Ramphastidae of near passerine birds from the Neotropics. The family is most closely related to the American barbets. They are brightly marked and have large, often colorful bills. The family includes five genera and about forty different species...
, which has become as much a symbol of Guinness as the Trinity College Harp
Trinity College Harp
The Trinity College harp is a medieval musical instrument currently displayed in the long room at Trinity College Dublin. It is an early Irish harp or wire strung cláirseach...
. Guinness advertising paraphernalia attracts high prices on the collectible market.
In a campaign reminiscent of viral marketing
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
techniques, one advert quickly appeared as a screensaver
Screensaver
A screensaver is a type of computer program initially designed to prevent phosphor burn-in on CRT and plasma computer monitors by blanking the screen or filling it with moving images or patterns when the computer is not in use...
distributed over the Internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
. It was a simple concept, featuring Dublin actor Joe McKinney dancing around the drink while it was given time to settle. The accompanying music (mambo tune Guaglione by Pérez Prado) was released as a single and reached number one on the Irish charts and number two on the UK charts
1995 in British music
This is a summary of 1995 in music in the United Kingdom, including the official charts from that year.-Summary:1995 saw a number of changes occur...
in May 1995.
In Malaysia, Singapore, and Hong Kong, Guinness launched a $8 million advertising campaign using the fictional character of Adam King to promote the embodiment of Guinness as a man could be incredibly powerful. The advertising campaign was handled by advertising firm, Saatchi & Saatchi
Saatchi & Saatchi
Saatchi & Saatchi is a global advertising agency network with 140 offices in 80 countries and over 6,500 staff. It was founded in London in 1970 but now headquartered in New York. The parent company of the agency group was known as Saatchi & Saatchi PLC from 1976 to 1994, was listed on the London...
.
In Africa
Africa
Africa is the world's second largest and second most populous continent, after Asia. At about 30.2 million km² including adjacent islands, it covers 6% of the Earth's total surface area and 20.4% of the total land area...
, the character of Michael Power
Michael Power (Guinness character)
Michael Power is an advertising character, the cornerstone of a large marketing campaign by the beer company Guinness to promote its products in Africa from 1999 to 2006. The character was played by Cleveland Mitchell, who was born in Jamaica and raised in Great Britain...
has been used since 1999 to boost sales.
Today, Guinness' principal television campaign in North America consists of limited animation
Limited animation
Limited animation is a process of making animated cartoons that does not redraw entire frames but variably reuses common parts between frames. One of its major trademarks is the stylized design in all forms and shapes, which in the early days was referred to as modern design...
commercials featuring two eccentric scientists in 19th century dress complimenting one another's ideas as "brilliant!"
Absolut
Absolut vodka is made in SwedenSweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
and was introduced to the United States in the year 1979. Its launch was a true challenge due to a variety of factors: Sweden was not perceived as a vodka-producing country, the bottle was very awkward for bartenders to use, and vodka was perceived as a cheap, tasteless drink. Absolut's advertising campaign by TBWA
TBWA
TBWA Worldwide is an international advertising agency whose headquarters are in Midtown Manhattan, New York City, United States. The Agency is a unit of Omnicom Group, the world's largest advertising agency holding company. It was founded in 1970 in Paris, France, by William G...
exploited the shape of the bottle to create clever advertisements that caused people to become involved in the advertising, and the brand took off. Before Absolut, there were very few distinctions in the vodka category. Today there are regular, premium, and superpremium vodkas each at different price points and qualities. Flavored vodkas have become ubiquitous and may be found commonly at regular and premium price points.
Alcohol sponsorship in sport
Sport has been suggested to be one of the primary, if not the dominant, medium for the promotion of alcohol and drinking to the general population with the majority of advertising spend an advertising placement occurring in sport. Work from New Zealandand Australia shows that sponsorship of sports participants or athletes is associated with more hazardous drinking. With calls from the UK, Australia, and New Zealand, for bans on alcohol industry sponsorship and advertising in sport.
Further Reading
- Two articles among many are Effects of Alcohol Advertising Exposure on Drinking Among Youth, Snyder et al., Arch Pediatr Adolesc Med/ Vol 160, Jan 2006 pg. 18-24 and Exposure to Television Ads and Subsequent Adolescent Alcohol Use, Stacy et al., American Journal of Health Behavior, Nov-Dec 2004, pg. 498-509. To view the literature go to pubmed.gov and search for alcohol advertising and adolescent behavior or some iteration of this. These articles and related studies are reviewed in J.P. Nelson, "What is Learned from Longitudinal Studies of Advertising and Youth Drinking and Smoking?" International Journal of Environmental Research and Public Health, 7(3), March 2010, pp. 870–926. Open Access: http://www.mdpi.com/1660-4601/7/3/870; and J.P. Nelson, "Alcohol Marketing, Adolescent Drinking, and Publication Bias in Longitudinal Studies: A Critical Survey using Meta-Analysis," Journal of Economic Surveys, 25(2), April 2011, pp. 191-232.
- 27 July 2005. "Drinks adverts told 'no sexy men'" at BBC NewsBBC NewsBBC News is the department of the British Broadcasting Corporation responsible for the gathering and broadcasting of news and current affairs. The department is the world's largest broadcast news organisation and generates about 120 hours of radio and television output each day, as well as online...
. Accessed 27 July 2005. - Federal Trade Commission. Alcohol Marketing and Advertising: A Report to Congress. Washington, DC: Federal Trade Commission, 2003.
- Fisher, Joseph C. Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey. Westport, CT: Greenwood Press, 1993, p. 150.
- Frankena, M., Cohen, M., Daniel, T., Ehrlich, L., Greenspun, N., and Kelman, D. Alcohol Advertising, Consumption and Abuse. In: Federal Trade Commission. Recommendations of the Staff of the Federal Trade Commission: Omnibus Petition for Regulation of Unfair and Deceptive Alcoholic Beverage Marketing Practices, Docket No. 209-46. Washington, DC: Federal Trade Commission, 1985.
- Sanders, James. Alcohol Advertisements Do Not Encourage Alcohol Abuse Among Teens. In: Wekesser, Carol (ed.) Alcoholism. San Diego, CA: Greenhaven Press, 1994. Pp. 132–135, p. 133.
External links
- "Issues" at the Distilled Spirits Industry Council of Australia Inc. site
- "Code Of Responsible Practices for Beverage Alcohol Advertising and Marketing" at the Distilled Spirits Council of the United States site
- A collection of alcohol advertisements from 1840 - 2000
- The Alcohol Beverages Advertising Code (ABAC) at ASA.co.nz
- Canadian Advertising Codes and Guidelines – Overview at the Media Awareness Network
- "Advertising Alcohol" at Alcohol Concern
- "Advertising Alcohol and the First Amendment" at the Federal Trade Commission site
- The Center on Alcohol Marketing and Youth
- "Alcohol Advertising"
- Gallery of American print alcohol advertising
- "White Paper: alcohol sponsorship", European Sponsorship Association