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To quantify just how much alcohol is a “responsible” amount, Alberta Gaming and Liquor Commission has teamed up with Edmonton-based Calder Bateman on “The Enjoy Responsibly Campaign.”
The work that was launched Wednesday is aimed at male and female drinkers aged 18-24 and features fictional wine, beer, and vodka packaging branded as “Responsibility.” On the packaging, guidelines for maximum liquor consumption are outlined for both men and women.
Each ad drives consumers to EnjoyResponsibly.ca. The agency has also set up a Facebook page and Twitter feed to support the campaign.
The traditional media buy includes two radio spots, billboards and transit spots, as well as restaurant and bar posters.
Jeff McLean, creative director at Calder Bateman, said the the campaign targets young people.
“All the liquor and beer ads out there that tell us to drink responsibly really don’t tell people what that means,” McLean said. “The new guidelines and the campaign quantify that amount.”
McLean said Calder Bateman has worked with the Alberta Gaming and Liquor Commission before, but the work for this campaign came as a result of an open competition that the agency won.
“We felt that when people see new liquor and beer ads in public spaces, especially when they are not familiar with them, they tend to want to know what it is,” Mclean said.
The Enjoy Responsibly Campaign will run for four weeks in Alberta.
