Alternatives to traditional liquor marketing
Against a backdrop of pending restrictions on alcohol advertising,
South African wine and alcoholic beverage producers may
have to be even more creative in getting consumers to engage
with their brands.
One idea that has been seen internationally is the concept
of on-pack publishing where producers attach a printed booklet
on the bottle that is easily removed. This on-pack publication
would typically include additional information about the
beverage. In the case of the pending advertising restrictions,
this could be a way for brands to drive their message home
to consumers where other forms of traditional media may
face constraints.
SMS-based competitions provide another way of driving a
message home to consumers and is a means of getting them
to actively engage in a brand. “Scratch-and-win”
type competitions are an example of how this can be used.
In a worst case scenario where other forms of advertising
are severely restrained, such a code could be inserted in
a prominent area on a beverage bottle as an alternative,
or printed on the removable on-pack publication mentioned
above.
QR Codes, although a fairly recent technology in South Africa,
are also finding their way onto wine bottles. One website,
wine.co.za, is offering
the use of QR codes to a number of local wine estates to
attach on their bottles. Here, consumers who own a smartphone
can scan the code using their mobile device to obtain additional
information about the estate.
Although it can be argued that liquor advertising is already
restrained because such adverts are required to display
prominent notices about age eligibility and responsible
consumption, this, together with the pending regulations
is another cause for alcoholic beverage producers to become
more creative in their marketing strategies.
Wendy Smith
wendy@fastmoving.co.za
Please feel free to make comments or raise new issues by
emailing the editor
wendy@fastmoving.co.za |
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