Marketing alcohol to young people – the evidence base for policy Sally Casswell Centre for Social & Health Outcomes Research & Evaluation Massey University New Zealand

Marketing in relation to the wider environment  Physical and economic environment

Range of marketing activity Television, radio, cinema, print, billboards Television, radio, cinema, print, billboards Point of sale Point of sale Product development and packaging Product development and packaging Paraphernalia Paraphernalia Product placement Product placement Sponsorship Sponsorship Branded events Branded events Internet marketing Internet marketing Viral marketing Viral marketing

‘Big Day Out’ – links between beer brand, youth radio stations, music events and internet

The Half Day Off

The Smirnoff Half Day Off Winner of two international advertising awards Winner of two international advertising awards Bill boards, street posters, magazine ads, flyers in music stores, bars, viral marketing, TV in UK Bill boards, street posters, magazine ads, flyers in music stores, bars, viral marketing, TV in UK Consumers registered at website for a chance to win $25 bar tabs. 75% of registrants sent an e-ad promoting Half Day Off to friends. Registrants received telling them to ‘turn off computers and head for the bar’ Consumers registered at website for a chance to win $25 bar tabs. 75% of registrants sent an e-ad promoting Half Day Off to friends. Registrants received telling them to ‘turn off computers and head for the bar’ 8.2% increase in Smirnoff market share, some bars reported 130% increase in average Friday night takings 8.2% increase in Smirnoff market share, some bars reported 130% increase in average Friday night takings

Research on marketing(advertising) The search for change at the aggregate level The search for change at the aggregate level But little change seen in econometric studies in mature markets But little change seen in econometric studies in mature markets The effect of interventions The effect of interventions Bans on advertising – mixed picture but effects shown in most recent analysis involving 20 countries and 26 years data and in U.S. cross state comparisons Bans on advertising – mixed picture but effects shown in most recent analysis involving 20 countries and 26 years data and in U.S. cross state comparisons

Response of young people to marketing Cross sectional surveys: higher exposure, more postive response predicted more positive beliefs, intentions to drink and reported consumption Cross sectional surveys: higher exposure, more postive response predicted more positive beliefs, intentions to drink and reported consumption Longitudinal surveys: more positive response to ads (and brand affiliation) predicted heavier drinking and related problems later Longitudinal surveys: more positive response to ads (and brand affiliation) predicted heavier drinking and related problems later Experimental studies: some evidence of more positive beliefs and increased drinking in naturalistic setting Experimental studies: some evidence of more positive beliefs and increased drinking in naturalistic setting Qualitative responses: strong evidence of positive emotional response, brands associated with key aspirations Qualitative responses: strong evidence of positive emotional response, brands associated with key aspirations

Functions of marketing Competing with other drugs and with non alcohol drinks Competing with other drugs and with non alcohol drinks –share of intoxicants and share of throat –share of intoxicants and share of throat Mature markets Mature markets Encourage new cohorts of (heavier) drinkers and new sectors eg women drinkers Encourage new cohorts of (heavier) drinkers and new sectors eg women drinkers effect on policy environment – normalisation effect on policy environment – normalisation Emerging markets Emerging markets Develop alcohol culture by ‘consumer education’ Develop alcohol culture by ‘consumer education’ effect on policy environment – normalisation effect on policy environment – normalisation