- Highlights
Reducing drink-driving by offering free transport
Project
Designed to raise awareness about not drinking and driving during the holiday season, Pernod Ricard’s Canadian affiliate, Corby Spirit and Wine, offers free transportation to everyone in Toronto on New Year’s Eve from 7pm to 7am. In partnership with the Toronto Transit Commission, Canada’s biggest transit system with an average of 1.7 million riders per day, the Corby Safe Rides initiative promotes through multiple online and offline channels the Don’t Drink and Drive message.
- Highlights
Providing consumer information about wine
Project
The Wine Line campaign aimed to raise consumer awareness about the amount of alcohol in a glass of wine. Having started out in 2012, the focus turned to a mobile delivery of the campaign in 2013 - enabling consumers to calculate and track their alcohol consumption in real time.
- Highlights
Partnership plus 18
Project- A partnership agreement with Diageo and Bavaria (SABMiller subsidiary) to reduce underage drinking by reducing access to alcohol at a retail level.
- Enforce Legal Purchase Age (LPA) regulations at retail level through Responsible Retail Practices (RRP).
- Evaluate impact of RRP (Baseline and yearly evaluation).
- Massive media campaign (TVC, Radio and Print).
About our initiatives
Pernod Ricard promotes a moderate drinking culture and combats alcohol misuse through education and enforcement campaigns run individually or, whenever possible, in partnership with other members of our industry, non-profit organisations and public authorities.
A selection of our initiatives
around the world
Responsible Drinking Campus Ambassador
China, Pernod Ricard China
From September 2012 to July 2013The big idea
Held a competition between university students to design educational awareness campaigns to promote Responsible Drinking in their communities on the themes of "Don't Drink & Drive" and "Underage Drinking".
Project
- Online and campus mobilization to recruit students nationwide.
- 7 responsible drinking workshops held in 6 cities for 52 selected student teams involving employee volunteers
- Funded and coached 12 semi-finalist student teams to execute their Responsible Drinking campaigns in their communities.
- 1 winner selected from 5 finalist teams.
- 43 employees across China participated as trainers, team coaches and judges.
Challenge
- Make nationwide impact and achieve meaningful results.
- Engage employees to actively participate.
- Maintain momentum throughout the 10-month long competition.
Actions
- Further spread Responsible Drinking awareness to public
- Engage youth and leverage creativity of university students: age 18-25, nationwide in China
- Engage employees’ participation in company CSR activities: across all regions in China.
Results
- Received 450 applications from 28 cities across China, with 2 500 university students participating.
- Conducted 7 responsible drinking workshops in 6 cities for 52 selected teams, with 210 students from 22 cities, 39 universities.
- 12 semi-finalist teams executed campaigns during 3 months in 9 cities, activities included flash mob, bike ride, board game, roadshow, debate, drawing competition, lecture in schools and driving school, mini movie, song adaptation, etc.
- The communication of their campaigns integrated online and offline platforms which reached up to millions of people.
- 43 employees spent an estimated total of 2 266 volunteer hours to train 210 students about responsible drinking and provide ongoing coaching to 72 students to implement their campaigns.
- In July 2013, the winning team of Pernod Ricard China - Zhongnan University of Economics and Law in Wuhan, joined the Responsible Drinking Campus Ambassadors Top Winners Paris Trip, together with winning teams from Hong Kong and Malaysia, to share their work and results as well as learn more about responsible drinking, CSR, and Pernod Ricard during their visit to Pernod Ricard Holding office in Paris.
China Youth Social Responsibility Platform
China
From March 2012 to July 2013The big idea
Build responsible drinking awareness by engaging employees and youth.
Project
- Expand responsible drinking awareness beyond the Don’t Drink and Drive message. - Engage employees on an ongoing basis in CSR initiatives.- Focus on youth, who are new consumers.
Actions
- Worked with an organization which is able to reach university students and youth across the country and organize activities in multiple cities.- Developed activity formats and implemented them together with the partner to spread the responsible drinking message which includes aFlash gathering and Flash mobs.- The interactive activity formats are engaging and attractive for students, and can be duplicated in multiple cities and universities. - Developed a plan engaging employee volunteers on an ongoing basis, trained volunteers.
Results
72 employee volunteers participated in 28 youth discussion groups in 6 cities.
Multinational initiatives
WINE IN MODERATION
From January 2008 to December 2016
The big idea
Wine in Moderation – Art de Vivre is an International Programme of the wine sector to inspire healthy lifestyles and well-being, and to contribute to the reduction of alcohol related harm.
Project
The Programme builds on scientific evidence, education and self-regulation to organise and empower the entire international wine value chain, in raising awareness and knowledge about responsible drinking patterns and moderate wine consumption.
Pernod Ricard has been supporting the programme since its creation.
Actions
The Social Responsibility Movement
Provide a common approach to foster wine sector contribution in the fight against alcohol related harm.
Empower wine professionals and promote responsible business practices.
Vocational Education
Train professionals to improve knowledge and competences on wine, health and social aspects.
Responsible Commercial Communication
Promote and implement self-regulation practices to ensure responsibility in the commercial communication of wine.
Scientific Documentation
Make available relevant and robust evidence-based scientific information, to secure credibility, enhance actions and facilitate dialogue on wine, health and social aspects.
Raise awareness and knowledge on drinking patterns compatible with a healthy lifestyle and inspire well-being. Art de Vivre Campaigns
Inspired by the culinary and cultural heritage of wine, promote moderation and responsibility in wine drinking as a cultural and social norm.
Consumer Information
Make available evidence-based information, to help consumers make responsible choices compatible with a healthy lifestyle.
For more information: http://www.wineinmoderation.eu/
Code for Commercial Communications
From June 2007 to December 2016
The big idea
Since 2007, Pernod Ricard has adopted an internal Code which applies to all our advertising around the world. It has been revised in 2015 in order to be more in tune with consumers and competitive practices.
Project
A joint taskforce of COMEX members and Responsible Marketing Panel members associated with the Global Business Development and Public Affairs teams proposed win-win modifications of the Code in order to accelerate our business while remaining compliant with our Sustainability & Responsibility commitments.
Read the Pernod Ricard Code for Commercial Communications
Challenge
The strategy and ambitions of Pernod Ricard are based on a strong sense of ethics, but the Pernod Ricard code should adapt to new generations of consumers , evolution of medias as well as acknowledging competitor's practices.
Actions
During 5 months, the taskforce COMEX members and the Responsible Marketing Panel members work together to improve the Code for Commercial Communications. The Digital Acceleration Team also collabaroted to imbed the digital evolutions.
Results
The joint taskforce dedicated to this code improvement agreed on the following major modifications :
- Nudity : remove ban of nudity provision but add requirement to not "use degrading stereotypes or situations".
- Drinking and driving : The Code maintains respect of principle not to link drinking and driving and adapts it to its commitment to celebration of certain sports.
- Digital : Ensure greater compliance through age gating settings to ensure prevention of minors’s access on brand websites, e-commerce website, branded social networks and monitoring of user generated content.
- Sponsorship guidelines : clarification between sponsorhip with and without brand activation.
- Creation of unique e-mail address in the group to submit to the Responsible Marketing Panel all campaigns for pre-vetting before launch.
Our responsible marketing e-learning is mandatory for people from marketing, legal and public affairs functions. So far, + 1 500 employees completed the e-learning and have the certificate of achievement.
Responsible Marketing Pact
From April 2012 to January 2016
The big idea
A three-tier program to effectively strengthen alcohol advertising self-regulation at EU-28 level.
Project
Leading producers from the beer, wine and spirits sectors today launched a comprehensive initiative to strengthen independent advertising self-regulatory schemes for alcohol beverage marketing by establishing a set of common, rigorous standards for their marketingcommunications throughout the European Union.
Challenge
For the first time ever, the Responsible Marketing Pact creates common standards supported by major beer, wine and spirits producers (AB InBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, Pernod Ricard and SABMiller) throughout the EU.
Actions
- Prevent minors from inadvertently seeing alcohol beverage marketingcommunications on social media ;- Set a common adult demographic standard for alcohol beverage marketing communications across all media, thereby limiting undue exposure of minors to drinks ads. (70/30 baseline standard) ; - Prohibit any alcohol beverage marketing communications that might be particularly attractive to minors by ensuring that the content of ads appeals primarily to adults.
Results
As an EAHF (European Alcohol and Health Forum) commitment, the Responsible Marketing Pact has to comply with the monitoring and reporting requirements of the EAHF. It will be subject to continuous oversight by the European Commission and WFA will present a first progress report on implementation and compliance with the agreed common standards by June 2013.
Ask, Listen and Learn
From August 2014 to June 2015
The big idea
Replicate existent US programs (1) “ASK, LISTEN AND LEARN” by Foundation for Advancing Alcohol Responsibility (FAAR) and (2) “CLASSROOM CHAMPIONS” by Classroom Champions fitted to the Caribbean culture that will help fight underage drinking by teaching kids life skills. Ask, Listen, Learn: Kids and Alcohol Don’t Mix is the most widely distributed, long-standing program of its kind in the US, empowering kids to say “YES” to a healthy lifestyle and say “NO” to underage drinking. This helps kids realize the importance of goal setting, and the benefits of being knowledgeable on the effects of what they put in their growing body.Classroom Champions connects top performing athletes with students in high-need schools. Classroom Champions use video lessons and live video chat to motivate students to recognize their potential, set goals and dream big, while educating them in the practical use of communications technology.
Project
The program is adapted for 4 countries: Grenada, St. Lucia, Dominica, and Haiti to: (i) pair an Olympian or National Team athlete as consistent role models to engage kids in underserved schools; (ii) teach students life skills and allow kids and teachers to make lessons relevant in their own lives; (iii) provide the students with mental, emotional and physical tools they need as they strive to accomplish the goals they learn to set themselves; and (iv) through the inclusion of the Ask, Listen, Learn content into the appropriate Classroom Champions lesson plans. Goal is to create a relationship between the athletes and the students.
Challenge
- Adapting the program in four different countries- Convincing and working together with the Ministries of Health and - Education in each country- Training teachers and recruiting mentors (athletes)- The limited technological capabilities of the schools
Actions
1) The Pilot Program will have a duration of four months: •Month 1: Athlete creates video lesson•Month 2: Goal Setting video lesson•Month 3: Students practice and do activities around their athlete’s lesson•Month 4: Students create a video or work for their athlete on what they have learned2) Throughout the program: in-person visits and videos/chats3) Training is provided to teachers in schools within the four countries. 4) A Student Survey is used both in advance of our initiative to provide a benchmark (pre) and upon its completion to assess our strengths, weaknesses and impact (post).
Results
- We measure the improvements of the Program in key areas for students’ future success including: goal setting ability and perseverance, school engagement, digital literacy, and interpersonal skills; areas that lead to increased academic performance. - In teachers we measure job performance, job engagement, and digital literacy. In mentors we measure communication skills, leadership skills, and digital literacy. - Leveraging and strengthening our relationships with key stakeholders within these key Caribbean countries within Pernod Ricard Americas Travel Retail region.- Raising awareness with other key stakeholders about our efforts to reduce alcohol related-harm through the implementation of the 5 CEO Global Industry Commitments.- Work together with local community and authorities fighting against underage drinking with multi-sectorial approach (NGO, Government and private sector).- Pernod Ricard Americas Travel Retail is working together with the industry leveraging a great relationship with Diageo and Heineken as signatories of the 5 CEO Global Industry Commitments.- Given the program is ongoing a Teacher Survey will be conducted upon completion of our initiative to help us understand what the teachers found most useful and how we might improve the program in the future.
Responsible Party
From January 2010 to February 2017
The big idea
Even if at first glance it doesn't sound exciting, "Responsible Party" is fun, real fun!"The whole project is built on peer-to-peer approach. Members of local ESN associations are trained by Pernod Ricard in delivering responsible drinking messages and how to engage with other students and discuss alcohol-related issues. The events are organized by local ESN associations where the trained individuals become the ambassadors (aka. Party Squad), with a sole task of spreading awareness and delivering key messages of project to the participants. The idea behind this approach is, that students are more likely to discuss alcohol related issues in informal atmosphere and with equals.
Project
"Responsible Party" is a pan-European awareness campaign created by Pernod Ricard as part of its Corporate Social Responsibility policy. ”Responsible Party” is also the Pernod Ricard commitment towards European Alcohol and Health Forum. The project is designed to help student associations organize parties & other events in safe environment with focus of raising awareness of responsible & moderate consumption of alcohol. The main project partner of Pernod Ricard is Erasmus Student Network AISBL (ESN), the largest university student organisation in Europe, present in 37 countries of Europe with over 500 local associations.
Challenge
The main challenges of the project implementation are:
- Raising awareness of responsible alcohol consumption.
- Creating safer party environment.
- Combating harmful consumption practices, especially binge drinkingThe project is also of non-commercial character (any other Pernod Ricard branding other than that of Responsible Party is not allowed).
Actions
The program is composed of Universal Toolkit containing prevention and information tools (BAC estimators, condoms, info flyers) as well as promotion tools (branded sunglasses, USB sticks, balloons, posters, hashtag boards, T-shirts for the Party Squad) which are used to engage the participants and motivate them to get involved the project objectives, either through discussion or various small activities such as games, quizzes etc. There is also a Facebook Page (https://www.facebook.com/ResponsibleParty/?fref=ts) and a Promotional RP video (https://www.youtube.com/watch?v=GDe4i4lWWDw). The key messages of the program are:
- There is no soft/hard alcohol, just alcohol.
- Keep count of the drinks you consumed.
- Drink water regularly and have fun longer.
- Stop worrying what others think.
- Don’t drink & drive.
Results
Since 2010 until end of 2015, the project has affected more than 250 000 students in 31 countries across Europe.
The Wise Drinking App
From May 2014 to December 2014
The big idea
Wise Drinking: the first worldwide digital app devoted to responsible consumption.
Project
Available in 37 languages on iPhone and Android, Wise Drinking is a free mobile application that educate consumers about responsible drinking.
The app was launched in conjunction with the fourth annual Responsib’ALL Day, a day of action devoted to Sustainability & Responsibility involving the Group’s 18 500 employees.
This application has been developed by the agency Novedia.
To access the application, go to http://www.wise-drinking.com/app
Actions
- The application enables users to calculate the number of units of alcohol they consume in real time by taking into account the type of drinks consumed (wine, spirits or other), the volume, as well as the user’s gender and weight.
- The users are also able to track their consumption over the past four weeks.
- With a geo-localisation system, the application adapts itself to applicable local law and then informs the consumer of the nearest suitable means of transport.
Users are also able to test their knowledge of responsible drinking through a multiplayer quiz with questions such as:
“How much is one unit of alcohol?”
“How is wine produced?”
“What advice is given to pregnant women regarding alcohol?”
“Who was the Greek god of wine?”
Results
As of December 2016: 103 000 downloads
