«Ответственный маркетинг» становится популярным (видео)

Пиво в мире Пиво в Украине Ответственное потребление КСО компаний

responsible alcohol drinkingМожет ли маркетинг убедить людей употреблять алкоголь ответственно?  

Это очень каверзный вопрос для пивоваров, которые пытаются продвинуть свой бренд, но не повышать  уровень потребления алкоголя в целом. Почти во всем мире пивовары продвигают проекты  ответственного потребления своего напитка.

 

По результатам проведенных исследований уже давно доказано, что реклама не влияет на общий уровень потребления. Реклама влияет только на выбор бренда, но не подталкивает потребителя больше пить

 

Пивоваренные компании решили, что если реклама пива не приводит к увеличению уровня потребления, то её можно использовать как рычаг влияния в борьбе за ответственное потребление алкоголя.

В Австралии организация DrinkWise недавно запустила рекламную кампанию под названием «Как пить правильно», которая рассказывает совершеннолетним? подросткам, что употребление алкоголя может быть безвредным, только если пить умеренно. Реклама утверждает, что употребление алкогольных напитков будет приятным и социально безопасным до тех пор, пока потребитель пьет в меру.

Это уже не первый случай использования такой тактики. Ранее, в 2011 году, пивоваренная компания Heineken запустила социальную кампанию, в которой главными героями были молодые люди любящие отдыхать в ночных клубах. Главная мысль, которую создатели хотели донести до потребителя, — это то, что  настоящее удовольствие от вечеринок получают те, кто знает свою меру. Отсюда и слоган рекламной кампании: «Sunrise belongs to moderate drinkers» («Рассвет принадлежит тем, кто знает  меру»).

 

 

Социальная компания Хайнекен

 

 

В 2014 году компания Heineken  запустила еще одну кампанию направленную на борьбу за ответственное потребление алкоголя – «Dance More, Drink Slow» («Танцуй больше, употребляй медленнее»). Ролик призывает людей в ночном клубе танцевать больше, получать больше удовольствия и пить не спеша.

 

 

Как и основная реклама брендов, «ответственный маркетинг» должен быть тщательно продуман и изучен для того, чтобы нести правильный посыл своей целевой аудитории. Чтобы добиться успеха, пивовары всегда изучают влияние рекламы их продукции на целевую аудиторию.

Как заявил генеральный директор DrinkWise Джон Скотт:

— Мы обнаружили, что метод запугивания в рекламных кампаниях не эффективен. Молодежь смотрит эти ролики, но думает, что с ними такого не произойдет.

Пивоваренные компании понимают, что эффективные социальные рекламные кампании могут помочь не только снизить уровень злоупотребления алкоголем, но и развивать пивную отрасль. Кампании «ответственного маркетинга» выделяют пиво как напиток, который нужно употреблять в умеренных количествах. Это привлекает клиентов, которые отдают предпочтение ответственному потреблению.

 

Пивовары хотят быть ответственными маркетологами и не пропагандировать чрезмерное потребление алкоголя, но в тоже время они хотят, чтобы реклама ответственного потребления была направлена на определенную аудиторию

 

К сожалению, в Украине практика «ответственного маркетинга»  у алкопроизводителей на данный момент не  распространена.

Исключением стала только пивоваренная промышленность, которая на данный момент является единственной саморегулируемой отраслью. Пивоваренные компании «САН ИнБев», «Карлсберг» и «Эфес» объединили свои усилия в борьбе с чрезмерным и безответственным употреблением алкоголя. Действия данных компаний утверждены на глобальном уровне материнских структур и реализуются во всех странах, где представлен их бизнес.

Для борьбы с чрезмерным употреблением алкоголя в Украине компании разработали социальную рекламу «Норма»

 

А для пропаганды ответственного потребления алкоголя пивовары призывают не только снизить количество употребляемого алкоголя, но и задуматься об ответственности по отношению к себе и окружающим. Так были проведены социальные кампании «Удержи подростка от алкоголя», «Я сажусь за руль только трезвым», «Я не продаю алкоголь несовершеннолетним» и т.д.

 

Также в рамках социально ответственного бизнеса  проводится информирование подростков о вреде потребления алкоголя несовершеннолетними

 

Три года назад пивовары инициировали и начали финансировать информационный проект «Семейный разговор», который включал в себя восемь факультативных занятий для школьников седьмых классов, направленных на информирование подростков и их родителей о вреде алкоголя на организм человека, не достигшего 18-летнего возраста. Занятиями было охвачено более 30 тысяч подростков.

Тренинги показали хороший результат. В ходе проведения программы удалось снизить легкомысленное  отношение подростков к слабоалкогольным напиткам и выработать негативное отношение к крепкому спиртному.

 

«Семейный разговор» помог подросткам понять, что слабоалкогольные напитки являются не менее опасными для организма, чем крепкие, и могут привести к тяжелым последствиям

 

Удалось переубедить часть школьников в том, что спиртные напитки не придают уверенности, не снимают стресс и не повышают настроение, а самое главное – алкоголь негативно влияет на здоровье подростков. Программа помогла сблизить детей и родителей, побудила их к углублению взаимопонимания в вопросах следования здоровому образу жизни и профилактики вредных привычек.

Сравнение результатов входного и выходного контроля в ходе обучения показало, что информированность подростков о вреде алкоголя выросла более чем на 15%.

Проект «Семейный разговор» в Украине имеет положительную тенденцию. Однако на данный момент он затрагивает лишь малую часть школьников: в рамках эксперимента в нем были задействованы только семиклассники, да и то не во всех школах страны. Для  достижения еще более колоссальных результатов, программу следовало бы внедрить на государственном уровне и задействовать в ней учеников всех классов.

Будем надеяться, что в скором времени государство откликнется на призыв к взаимодействию и поможет в реализации программы с практической стороны.

Валерия Вершилова

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