As part of the government’s initiative to promote responsible drinking, Drinkaware have recently launched a new mobile app to encourage responsible drinking. Marketing Week reported recently that The Good Times app acts as a social media “scrapbook” of events that users, mainly students, can utilize via Facebook. This is a great way to communicate to students and young people on a national scale and allow them to share experiences with their peers. What implications does this have on the industry as a whole…?
It is obviously up to retailers to promote safe drinking. There is, and will continue to be, opportunities for brands to position themselves in the market as responsible alcohol providers that encourage safe drinking…Good news for marketing! Amongst the 60 industry partners (the clever ones!) who are involved in this campaign is Asda. The food retailer has recently teamed up with Diageo to launch their responsible drinking campaign that helps customers track the volume of alcohol they consume.
The campaign includes free measuring jugs, with the idea that people will actually measure out the alcohol and also an in-house University Challenge, to measure how many units the participants have consumed. The campaign will take place in 80 stores around the country. Very clever — the strapline, the give a-ways, the academic timing, this campaign is evidently geared towards students. It will be interesting to see whether this promotion will encourage more students to shop in Asda following the campaigns which will take place in the next few weeks!