Alcohol Responsibility Case Study:
Drinkaware and Molson Coors UK
Molson Coors (UK) recognises the importance of having respect for alcohol and for our people to be beer champions. Therefore we understand that tackling binge drinking in this country requires a fundamental change in the culture which surrounds alcohol. We all have a part to play – individuals, parents, Government, the health community, charities and the drinks industry. That’s why we continue to support The Drinkaware Trust’s annual social marketing campaign Why Let The Good Times Go Bad.
In 2010 Molson Coors support resulted in over 6 million packs with Drinkaware’s ‘WLGTGB’ the logo on, as well as 250,000 electronic newsletters issued each month for three months, plus 6000 internal employee magazines contained the Drinkaware messaging.
In 2011 we also extended our support of this activity by demonstrating how we can align our responsible drinking activity with our sports sponsorship of football’s Carling Cup Final. The coverage after that one football match resulted in Drinkaware seeing a 75% increase in unique visitors (more than 9,300) to their website compared to the previous Sunday; a 66% increase in direct traffic which is primarily attributable to the visibility from the exposure at the match; and a 470% increase of referral traffic from the Carling site as compared to the previous Sunday.
In total Molson Coors provided over £650,000 of additional media coverage for the Drinkaware and Why Let Good Times Go Bad campaign through 2011 a great example of how brand sponsorship and endorsement can amplify this important campaign.