Creation of the the ResponsibleMarketing Pact...The WFA, on behalf of the eight global leading alcohol producers (‘RMP members’), are launching the ‘Responsible Marketing Pact’, the first cross-sector alcohol advertising self-regulation program at EU level. The RMP members consist of ABInBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, SAB Miller and Pernod Ricard.

The WFA approached Origin to help them create the strategy and delivery of the RMP to a) Regulators and policy makers at EU level as well as national level and b) raise public awareness of the existence and content of the RMP. The RMP includes three action streams in one single holistic approach: ‘placement’, ‘appeal’ and ‘social media’. Several key stakeholder workshops were held to define what the messages were and understand the audience we were delivering them to. Persona modelling informed the UX piece, which framed the whole user experience on and offline.

Starting with the value proposition and development of a manifesto to guide a cohesive strategy moving forwards. From here we created a new identity and delivered a suite of deliverables that included a set of brand guidelines, a new website, social channel branding and content, a promotional campaign and the piece de resistance the short film.

The narrator and the location were key to the success. We completed a recce on a number of different locations before finally settling on an abandoned airfield hangar. This not only provided us with space, but also the unique urban environment we were looking for. Our narrator ensured the messages were delivered effectively, talking directly to camera in one seamless piece of dialogue. The viewer felt like the narrator was talking directly to them which was both engaging and informative. The short film has been incorporated both online, via social and on partners websites across Europe.

Soooo cool! I think it has a great impact. It looks great; it is creative enough to maintain it! Thanks again, I just love it!

Paola De La Baume,Public Affairs Manager

While the total alcohol consumption among adults has decreased in many European countries over the past twenty years*, specific forms of dangerous drinking still require our attention & resources. Among those, underage drinking by minors under the Legal Drinking Age is a particularly worrying phenomenon.

We know minors shouldn’t drink because it can trigger risky behaviours and affect their healthy development. We can and must all play a positive role to protect Europe’s children.

As industry leaders in the beer, spirits, and wine sectors, we accept this obligation and seek the chance to work together with leaders in government, public health, education, law enforcement and retail to reduce underage drinking. In addition, we endeavour to conduct our core business without ever engaging or primarily appealing to those under the Legal Drinking Age.

The Responsible Marketing Pact (RMP) is a comprehensive effort by leading alcohol producers to ensure our marketing never engages those too young to drink. It is the most comprehensive EU-wide programme on responsible alcohol marketing and is a compelling illustration of our commitment.

The responsibility we ask from our adult consumers also applies to us. We owe it to the vast majority of consumers who enjoy our products responsibly. We owe it to our 450,000 employees who are proud to be reproducing thousand year-old ‘savoir-faires’. We owe it to all parents across this continent who strive to give the best to their children and to everyone who works to enhance people’s health and wellbeing.

This platform is yours. Feel free to comment, to make recommendations, to share your views and experience. As from all these we draw our lessons and improve.

* OECD Health Data 2012; WHO Global Information System on Alcohol and Health; Figure 2.6.1 Alcohol consumption among population aged 15 years and over, 2010 and change, 1980-2010

Manifesto

Brand id creation

RMP brand guidelines

RMP marketing campaign

RMP UX / sitemap

RMP website

Video shoot - behind the scenes

RMP promotional video