Pernod Ricard promotes responsible drinking via mobile app
May 27, 2014
Pernod Ricard, a global producer of liquors such as Absolut and Malibu, is promoting self-regulation best practices to combat dangerous alcohol consumption through a free public service mobile application, the first of its kind.
The Wise Drinking application enables users to calculate and track the number of units of alcohol they consume in real time over a four week period. With a geo-localization functionality, the app adapts itself to applicable local law and then informs the consumer of the nearest suitable means of transport.
“This is not a sly tactic, it’s a savvy one,” said Doug Chavez, global head of marketing research and content at Kenshoo, San Francisco.
“They’ve realized they have an opportunity to engage with a potentially prolific audience and light the fire of engagement,” he said.
“The mobile app has become the tool of choice for consumers, and businesses that are creating and utilizing unique campaigns for the channels at their disposal as a marketing best practice; generating engagement is all about delivering relevant content to an audience – segmenting the audience based on their preferred channels only stands to strengthen the likelihood of success.”
Doug Chavez is not affiliated with Pernod Ricard and commented based on his expertise in marketing strategies.
Pernod Ricard did not meet press deadline.
Shaken or stirred?
Pernod Ricard has made education about responsible drinking the core of its corporate social responsibility approach. The group hopes to raise awareness of the risks associated with drinking alcohol and through active education that responsible long-term consumer behavior can be achieved.
Corporate social responsibility is becoming an important gateway between businesses, consumers and stakeholders, as manufacturers parlay communicative strategies to inform parties of their responsibilities and interests beyond profits and share prices, while still absorbing brand exposure.
In the app, the breakdown of what a user is drinking considers the type of drinks consumed, their volume as well as the user’s gender and weight.
Alcoholic beverages can be weighed together to achieve an accurate BAC level.
Digital breathalyzer feature calculates user input
Coinciding with the fourth annual Responsib’All Day, the launch of Wise Drinking is a call-to-action involving Pernot Ricard brands and its digital development to raise awareness on dangerous drinking patterns.
The app homepage
On the rocks
The app is an example of how brands striving tobecome meaningful for modern consumers.
A global study by MPG Media Contacts and Havas Media shared that brands which are seen as meaningful – that consumers perceive as contributing to a better quality of life and well-being – have greater business success.
The study revealed that only 20 percent of brands are perceived to have a substantial interest in goodwill by consumers
Appropriately, brands have begun to realize that consumers’ desire visible results and so social marketing initiatives are being integrated into the core of many brand identities.
Starbucks is a prime executioner of good governance, ethical conduct and social responsibility in its business practices, which has resulted in an increase of its shareholder value.
The coffee giant conducts business in ways that benefit communities and the environment such as addressing eco concerns and reflecting that interest in its products. Even small things such as tissues and stirrers are made recyclable.
Starbuck's sustainable efforts focus even on the small things like napkins
The alcohol industry continues to be scrutinized as fatalities from alcohol abuse increase.
In response, Pernod Ricards’s Wise Drinking app is an interesting approach to social marketing. The primary aim is not to benefit the organization - although it certainly does - but the individual and society.
Commercial marketing techniques via social channels such as apps are an innovative way to achieve an objective, especially in this case where the specific population group is being activated through relevant technology and communication means.
The app offers consumers valuable information almost acting at the same time as point of purchase, and reminds them to make choices that fit with their values and within the bracket of the law.
“The elements of the traditional marketing cliché, ‘right message, right customer, right time’ are no longer suffice to meaningfully engage customers today – increasingly, ‘right channel, and right context’ are essential additional considerations for loyalty marketers in achieving relevance with audiences,” said Scott Robinson, senior director, loyalty solution and consulting at Maritz, Ontario.
Michelle is editorial assistant on Mobile Marketer, New York
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