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.
India, Pernod Ricard India
From January 2012 to February 2015
A first-of-its-kind campaign involving eye and health check for truck drivers and educating them on perils of driving under the influence of alcohol.
To create a platform for “Don’t Drink & Drive” in conjunction with free eye & health camps to improve road safety of truck drivers, who partner with us in our growth; targeting truckers Unions with active participation from local and State Government; thereby increasing visibility of Pernod Ricard CSR actions and generating goodwill.
Most of these drivers come from an economical weaker section of the society. Because of their financial state and healthcare being beyond their reach, they never get the eye check-up done. They also fear that they will loose their job if their eyesight is low. Pernod Ricard partnered with truckers union and various associations in the respective centers to motivate drivers to get their eyes tested.
Pernod Ricard India has conducted 12 Eye & Health Checkup camps till now, examined 10,400 truck drivers, distributed 4 550 free spectacles to truck drivers who needed eye correction. We also distributed a photoframe with the truck drivers' family picture to urge them to drive safely.
India, PERNOD RICARD INDIA
From May 2015 to June 2015
Pernod Ricard India kicked off a unique initiative in 2015. This initiative was launched two weeks prior to Responsib'All Day 2015 at 65 On Trade Outlets in 12 Cities for a period of 5 days by Sales Team. In partnership with On Trade Retailers, we reached out to consumers directly educating them on Responsible Drinking through Alcohol & You video, Hydration Station, Standees, Tent Cards and promoting the Wise Drinking app (http://www.wise-drinking.com/app).
Responsib'All Outreach - an initiative which addresses 3 of the 5 IARD's commitments:
1) Enlist Support of Retailers;
2) Reduce Drinking and Driving;
3) Provide Consumer Information.
Highlight of this activity was participation from over 130 Pernod Ricard India employees across India.
1. Key Challenge was to get Retailers on board to do this activity.
2. Main target for Responsib'All Day 2015 was to get the Wise Drinking app downloaded. In India QR Code readers are not very popular and most of On Trade outlets do not have wifi.
3. It was a tough task to first reach out to consumer to take him through the content and then getting the Wise Drinking App downloaded.
1. We formed a core team to work on various elements for the activity e.g. "Alcohol & You" Video, Standees, Tent Cards, Hydration Station, Gift. All these elements were centrally coordinated by the team and made available at each city for execution.
2. Sales team did an excellent job in convincing retailers to partner with us in this activity during their peak business hours specially on weekends which actually resulted in reaching out to more people.
3. Our team helped consumers to download the game through their mobile hot-spot / providing free wifi / etc.
4. Each outlet was handled by 2-3 Pernod Ricard India employees who were equipped with material and training module which was designed by Central team. This included presentation / video / etc. describing how to approach and engage consumers and then getting the Wise Drinking App downloaded.
5 days per city
130 Pernod Ricard India employees involved
More than 2 200 Wise Drinking app downloads
Over 5 000 consumers reached
India, Pernod Ricard India
From May 2014 to February 2015
The objective was to deliver a high impact message about the consequences of drinking and driving on Responsib’all Day and beyond, with a simple but powerful metaphor. The idea was not to scare the people on the perils of drinking but more about inculcating the values of drinking Responsibly. The installation was developed and installed at Cyber Hub – the uber business district with a buzzing food court and happening pubs - to complement and support the theme of Responsib’all Day 2014. We partnered with DLF Management, and later with Gurgaon Police, to execute this idea.
Pernod Ricard India’s commitment to Corporate Social Responsibility (“CSR”) goes back in time. There is a constant endeavor to spread and reinforce the message of ‘Don’t Drink and Drive’ amongst consumers across the country in a multipronged way.The initiative involved a team of 6 motivated individuals who worked on this idea of creating:
From May 2012 to April 2014
Urban youth in India is taking to alcohol in a big way - dedicated ‘Responsible Drinking Campaigns’ (RDC)- for protection of young populations at high risk of alcohol-attributable harm through education and awareness programs.
From January 2008 to December 2016
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.
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.
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.
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.
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.
Make available evidence-based information, to help consumers make responsible choices compatible with a healthy lifestyle.
For more information: http://www.wineinmoderation.eu/
From June 2007 to December 2016
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.
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.
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.
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.
The joint taskforce dedicated to this code improvement agreed on the following major modifications :
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.
From April 2012 to January 2016
A three-tier program to effectively strengthen alcohol advertising self-regulation at EU-28 level.
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.
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.
- 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.
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.
From August 2014 to June 2015
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.
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.
- 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
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).
- 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.
From January 2010 to February 2017
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.
"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.
The main challenges of the project implementation are:
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:
Since 2010 until end of 2015, the project has affected more than 250 000 students in 31 countries across Europe.
From May 2014 to December 2014
Wise Drinking: the first worldwide digital app devoted to responsible consumption.
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
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?”
As of December 2016: 103 000 downloads