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.
New Zealand, Pernod Ricard Winemakers - NZ
From May 2016, ongoing...
Humorous social media campaign aimed at parents to encourage them to have better conversations with their teenage children about alcohol use
Research undertaken for Cheers! showed that parents think they are doing a good job of the alcohol talk, but their teens say they’re not.
Cheers! wanted to let parents know what their teens think they’re doing wrong, when talking about alcohol. From a teen’s point of view the biggest mistakes are trying to be their friend, sharing one’s ‘war stories’, being too permissive or restrictive, and not knowing the facts. Cheers! did not want to be overtly critical of parents, hence a humorous approach was used
Quantitative research undertaken by Ipsos Feb – March 2014 to measure:
· Brand health of ‘Cheers’
· Knowledge of standard drink awareness;
· Parent attitudes and behaviours around how they deal with drinking conversations.
Qualitative research by Ipsos undertaken April – May 2014 to find out:
· how parents and teens talk about alcohol with each other and
· practical tools to help parents help promote safe drinking with their teens.
Video filmed September/October 2014
Consumer testing via Buzz Channel August 2015
Campaign recently launched
New Zealand, Pernod Ricard Winemakers- NZ
From January 2012, ongoing...
Offer the facts and tools drinkers need to make smarter choices about their drinking to keep themselves and those around them safe.
Help New Zealanders to drink safely and sociably by providing comprehensive and accurate information through a new website - Cheers.org,nz - and promoting it through packaging and marketing materials.
New Zealand, Pernod Ricard Winemakers - NZ
From November 2015, ongoing...
Help New Zealanders understand many standard drinks they can consume before they are unsafe to drive
Hospitality NZ wanted to provide an easy to understand but rigorously scientifically tested "Rule of Thumb" to its consumers on how many standard drinks they can consume and still remain within the legal drink drive limit. Cheers! partnered with them to help ensure consumers were aware of what a standard drink is
The drink drive blood alcohol limit in NZ is 0.05 but very few people know how much alcohol they can consume to stay within it and as alcohol absorption can vary significantly by person providing general guidance can be challenging
Australia, Pernod Ricard Winemakers
From June 2009 to July 2013
A national advertising campaign in Australia to show how parents' attitudes and actions around alcohol can strongly influence their children.
Target parents as agents of generational change in Australia's drinking culture.
Raise awareness that parents have the opportunity to positively influence their children’s future drinking behaviour from a very early age, through their own attitudes and drinking patterns.
Start a conversation about this important issue, whether it be among spouses, within the family and/or friends, well before their own children start experimenting with alcohol themselves.
DrinkWise’s mission is to change Australia’s drinking culture so that drinking too young or to excess is considered undesirable. Research shows parents are the strongest role model for their children when it comes to alcohol use and abuse.
The main challenges were to:
The campaign has enjoyed widespread coverage in major newspapers and on primetime TV and radio. The television campaign in 2013 reached over 2.4 million influencers.
The supporting online activity in 2013 exceeded planned objectives delivering 3.8 million unique browers.
Australia, Pernod Ricard Winemakers
From July 2011 to May 2014
Encourage consumers to ‘Get the Facts’ from DrinkWise which provides evidence based information on alcohol to support the community in taking a safer approach to alcohol consumption.
Encourage consumers to 'Get the Facts' from DrinkWise Australia's website, through promoting the DrinkWise logo and url on alcohol packaging, marketing and promotional materials and educating consumers by including a pregnancy warning logo on labels.
New Zealand, Pernod Ricard New Zealand
From August 2015, ongoing...
An on-premise competition for the best cocktail and food match for a cocktail with an ABV of no more than 2 standard drinks
Capital Cocktail is a cocktail/tapas match platform
specifically developed to work with bars, cocktail
bars, and restaurants with bars. Run as part of Visa Wellington on a Plate the biggest annual culinary event in New Zealand
The main challenges were encouraging all restaurants and bars to create matching tapas for cocktails as often cocktails are served without food; and ensuring alcohol content (in standard drink measures) was available to all consumers for each cocktail in the competition, as normally this information is not provided.
All cocktails were 2 standard drinks maximum
All participating bars offered a mocktail version
All activity, where able, carried the following messaging and branding:
-Standard drinks icon
Full message where space permitted:
Keep an eye out for the standard drinks icon during the festival to knowhow many standard drinks are in your cocktail. On av
erage your body can only process one standard drink per hour. The more you know about standard drinks –the easier it is to say in control – and the betteryour night will be. Learn more at
Short message when space was limited:
Your body can only process one standard drink an ho
ur. Learn more at cheers.org.nz
There was a dedicated microsite for the competition: www.capitalcocktail.co.nz
This was supplemented by a social media and traditional PR campaign
Standard drinks spirit measures were given away as part of the competition and there was targeted on premise promotional activity.
Australia, Pernod Ricard Winemakers
From February 2012 to January 2015
The Wine Line campaign aimed to raise consumer awareness about the size of standard drinks of wine and enable wine consumers to calculate and track their alcohol consumption.
The project was to use mobile as a key channel to communicate the campaign and developp an app to help drinkers identify where the Wine Line, increase consumer awareness and encourage responsible consumption.
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