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A5. Support for Drinkaware
1 January, 2013
Submitted: 23 April, 2014
Please describe how you have supported Drinkaware over the last year.
As Portman Group members, we have been funding and involved with Drinkaware since its inception. Throughout the "Why Let Good Times" campaign, we actively promoted the logo, website and app to encourage traffic, share information and encourage adoption of the tips. The team were consistently challenged to find creative ways to support the campaign, not just financially but in raising awareness across all our customer and consumer touch points. Our total contribution over the five years of the WLGTGB campaign was c.GBP five million, which puts us sixth in total of all the funders (although we are an SME with a small number of brands).
As Drinkaware moves on from this campaign, we are switching our references back to drinkaware.co.uk and ensuring this features on ALL our communications - consumer & trade advertising, on pack, online, internal comms and so on. We aim to go the extra mile wherever we can on responsibility, so examples of this are;
Getting involved with drinkaware planning - consistent feedback and engagement in their processes and offering practical support and expertise.
Providing drinkaware materials for on or off trade customers as required.
Attending student freshers fairs to share drinkaware materials.
Supporting local police safety events with soft drinks and drinkaware materials.
Ensuring drinkaware features prominently on case outers (i.e. not just for consumers, but seen by trade) as well as individual bottle and pack labels.
Sharing drinkaware communications in our own offices, on intranet and at Christmas parties.
Featuring drinkaware logo in all our email signatures.
Reaching sixteen million adults through using drinkaware.co.uk on our idents and adverts for itv two programme sponsorship. This included gaining agreement that the drinkaware logo could feature on all programme adverts (normally only one logo is allowed, this meant using two logos).
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