Creation of a new brand and advertising pact
What we did
The WFA, on behalf of the seven 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 and Pernod Ricard.
The WFA approached BPI ROK 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’.