Responsible marketing and practices 2015
Gruppo Campari reiterates its commitment to promoting moderate and responsible consumption of its products, which it considers an integral part of its corporate social responsibility
The Group is careful not to encourage irresponsible forms of consumption in its communications.
It promotes a ‘Mediterranean’ style of consumption, which associates the consumption of alcoholic drinks with food and a convivial atmosphere. In the last few years, the Group has undertaken to explain its messages of responsible drinking more clearly, using the numerous channels available to reach its consumers (e.g. product packaging and above-the line (ATL) and below-the-line (BTL) communication).
Gruppo Campari is also aware of the primary role that the family and the authorities can jointly play in educating consumers to drink responsibly.
The Group therefore continues to encourage and strengthen cooperation and dialogue with the relevant authorities, by launching initiatives, in conjunction with national trade associations, to promote such a culture.
The Commercial Communications Code, which was created in 2010, aims to ensure that all the Group’s companies adhere to high standards of responsibility in their communications and the promotion of their products. An internal assessment committee (the ‘Committee’) monitors compliance with these voluntary rules. Since 2014, this has comprised representatives from the Group’s Strategic Marketing, Corporate Legal, Public Affairs & CSR and Communications departments. In 2015, the Committee reviewed all the communications campaigns required to be examined pursuant to the Code. No complaints from external bodies were subsequently received about any of these campaigns.
The Group requires all Camparistas in the marketing, sales and public relations departments to sign the Code of Commercial Communications as a way of raising their awareness, and to request compliance with said Code. In 2015, all Camparistas in the marketing and public relations departments and all of the sales force signed the Code. Also in 2015, the obligation to sign and hence comply with the Code was extended to the external agencies that support the Group in its marketing activities.
To date, 15 countries in which the Group works with external agencies have requested and subscribed to the Code. Moreover, Gruppo Campari adheres to local self-regulating advertising principles in the countries in which it operates.
In 2015, Campari Australia adhered to the principles of ABAC (‘Alcohol Beverages Advertising Code’), a voluntary local code. In 2015, the Group continued to publicize messages on the responsible consumption of alcohol. All ATL advertising campaigns contained a responsible drinking message (RDM) (compared with 99% in 2014). In addition, 98% of its brands’ profiles on social media carried an RDM (compared with 95% last year).
The Group’s attention to responsible communication therefore also extends to new technology. To this end, the Group has developed and circulated a set of Global Digital Guidelines to regulate its digital presence and activities. The legal age for the consumption of alcoholic beverages is verified via the Age Affirmation Process at all the Group’s sites that promote such beverages. In addition, the Group disseminated guidelines in 2015 on the further regulation of responsible communication, including for social media channels.
Regulating BTL communication is, of course, more complicated due to the significant number of activities carried out and the difficulty of including messages on some materials. Nevertheless, the Group included an RDM in all its BTL communications in 2015, an improvement on the previous year’s figure of 97%. The practice of including RDMs on promotional gadgets also continued in 2015, a commitment that will be carried on in 2016 to increase the level of coverage. Lastly, in2015, the Group reiterated its commitment to including the ‘pregnancy logo’ on all packaging of alcoholic beverages sold by the Group, in order to raise awareness of the potential risks of drinking alcohol by pregnant women.
Also in 2015, the focus on developing responsible commercial communications was accompanied by specific initiatives implemented by the local affiliates.
The ‘Sagatiba Estúpida’ campaign carried out by Campari do Brasil Ltda. in 2015 encouraged people to think about the risks of drinking alcoholic beverages and driving. Incomplete items (e.g. a tap without a basin or stairs leading to a wall) were put up in three bars in San Paolo with the message, ‘drinking and driving would be more stupid’, drawing customers’ attention in an amusing and innovative way to the fact that ‘Sagatiba can be mixed with everything but not with driving’. In addition, customers who bought drinks mixed with Sagatiba received a discount of 15 Brazilian Reals on a taxi journey, thanks to the Company’s partnership with the Easy Taxi app.
A video of customers’ reactions to this message was subsequently shared on social media. The inclusion of the campaign on Facebook achieved excellent results in terms of involvement, and the promotional video attracted 16.5 million impressions from the approximately 5.5 million people involved.
Gruppo Campari sees bartenders as the people who can most effectively promote correct styles and habits of consumption, and are able to focus attention on the quality rather than quantity of the product. Gruppo Campari therefore created training courses open to both employees and connoisseurs.
The Group directly trains a large number of bartenders through the Campari Academies in Sesto San Giovanni and Munich.
In 2015, these units organized 160 training days involving 3,090 people, of whom 2,970 were bartenders. In other countries, however, the Group works with external partners to develop similar initiatives. The bartenders involved in Gruppo Campari’s initiatives are presented with the Responsible Serving Guidelines, a six-point document that proposes a service with a particular emphasis on responsible consumption. In 2015, this was done in 16 countries where the Group operates through its own subsidiaries (six more than in 2014); most of the events sponsored by the Group in these countries involved bartenders who adhered to the six points in the document. At each event, Campari America distributes an information document about the event, together with the Responsible Serving Guidelines, to each bartender.
Campari Australia trains bartenders on the Responsible Serving Guidelines at each event, and requires them to have ‘Responsible Service of Alcohol’ certification.
Gruppo Campari and trade associations
Gruppo Campari is currently a member of 18 trade associations (it has its own distribution network in 19 countries), through which it is committed to promoting the responsible consumption of alcohol.
Group managers have key roles in many of these, including DISCUS (USA), ABRABE (Brazil), Federvini (Italy) and BSI (Germany). Gruppo Campari is also a member at European level of spiritsEurope, which brings together and represents European spirits producers. In December 2015, Campari Schweiz A.G., a member of Spirit Suisse, took part in the Fake Bills Campaign, an initiative conceived to raise consumers’ awareness of the high social cost of road accidents, the most frequent cause of which is alcohol abuse.
The Don’t Drink and Drive initiative, promoted by Campari Russia together with ABC (Alcoholic Beverages Committee), an association that groups producers and exporters of alcoholic products in Russia, had a similar objective. The initiative confirmed Gruppo Campari’s focus on the issues of road safety and responsible drinking, which were conveyed through messages on product labels, training in driving schools and various engagement activities.
In Italy, Federvini, in partnership with FIPE (the Italian federation of catering and entertainment establishments), prepared the pilot project ‘Beremeglio’, which is designed to educate bartenders and sector operators on how to serve alcoholic drinks correctly.
Launched in 2015 in the Province of Padua, the project will run for six months and is expected to involve 600 participants. The results of the project will be presented to the Ministry of Health, with a view to rolling out the program nationally over the next two years.