Report based on the expert meeting on monitoring of digital marketing of unhealthy products to children and adolescents.WHO (June 2018) The following report is driven by the fact that the latest evidence shows that children and adolescents are still regularly exposed to digital marketing of many unhealthy products. These products are alcohol drinks, foods high … Read More →
HEINEKEN ALL OVER. AN ANALYSIS OF THE YOUTH FRIENDLY MARKETING STRATEGY OF HEINEKEN (2016) *ALCOHOL MARKETING DURING THE 2014 WORLD CUP FOOTBAL * MARKETING TACTICS DURING THE ECONOMIC RECESSION * SUPER STRONG, SUPER SIZED & SUPER CHEAP * INVENTORY OF ALCOHOL PORTRAYAL IN EUROPE’S MOST POPULAR MOVIES * ALCOHOL ADVERTISING IN NEW MEDIA * CORPORATE SOCIAL RESPONSIBILITY: THE NEW MARKETING TOOL * ALCOHOL-FLAVOURED FOOD * WOMEN: THE NEW MARKET * DRINKS WITH A BOOST: ALCOHOLIC ENERGY DRINKS * THE GREEN AND HEALTHY IMAGE OF ALCOHOL
EUCAM signalised new trends in alcohol marketing in a youth friendly sporting context in 8 European countries. The recent FIFA World Cup in 2014 was an excellent opportunity for alcohol producers worldwide to promote their products and experiment with new media strategies. A frequency analysis suggests an alcohol brand reference was visible every minute during … Read More →
The alcohol industry has reacted on the economic recession by taking various actions. A new EUCAM trend report aims to provide insight in the marketing tactics of the alcohol industry in this period. Moreover, it describes patterns in alcohol consumption during the recession period. This report shows that not only have the alcohol producers reacted … Read More →
“World’s strongest’ beer with 32% strength launched”, was read by visitors of the BBC News website in 2009 (“Strongest Beer,” 2009). A year later, they would read that the same Scottish brewery had once again claimed the title of the ‘world’s strongest beer’ with the release of a new beer having an astounding 41% alcohol … Read More →
Scientific studies suggest that seeing alcohol in movies makes youngsters drink earlier and drink more extensively. By looking at the volume of product placement in movies and TV programs, alcohol producers seem to be aware of the strong impact of this kind of marketing in films. This EUCAM trend report describes the findings of an … Read More →
Alcohol marketing on the internet and other new media is on the rise. This trend report shows how advertisers utilize the possibilities of new media by creating interactive marketing that is more and more personalized to attract specific target groups. The report shows how alcohol advertisers attract young people by approaching them at several social … Read More →
With tightening regulations on alcohol marketing, alcohol producers develop new initiatives to make customers aware of their brands and products. One such recent development is the use of Corporate Social Responsibility to build on the image of the companies. This boiles down to alcohol producers claiming to take responsibility in informing customers about responsible drinking … Read More →
The growth in alcohol flavoured food offers an opportunity for the drinks and the food industry. It broadens the spectrum of options available to manufacturers and can build loyalty of consumers. The following paper reports on the prevalence of marketing alcohol flavoured food and the attached risks involved in marketing these products. Additionally, the paper … Read More →
With female alcohol consumption increasing, brands and manufacturers are targeting women more within this sector. With 2.2% of products launched in the liqueurs and alcohol sector aimed at women (compared with 1.1% for men), formulating and marketing the category to suit them is clearly an opportunity (1). Advertisements like to enforce this drinking trend by … Read More →