Welcome ad fans!
This is my first post as a BrandRepublic blogette! So here goes, the news and views from a young ad starlet…
I watch the BBC News every morning, mainly to see the weather and whether I should wear a jacket or not, but today they were on about alcohol AGAIN! This time they’re telling us it’s ok to have 5 small glasses of wine a week because it reduces the risk of arthritis. This comes in the wake of two big alcohol awareness campaigns – Diageo’s ‘Night to remember / Night to forget’ and the Department of Health’s ‘Know your limits’.
With the Department of Health and a huge drinks brand favouring this responsible approach, they are pushing the responsibility movement in the hope of a culture shift away from binge drinking. I for one think that the ‘Know your limits’ campaign for one has been a fantastic vehicle to demystify alcohol units. Back in the day a small glass of wine was 1 unit, now we’re in the era of large glasses as standard, we need to be reminded that that’s 3 units we’re drinking. Schweppes, however, has gone one step further in the responsibility movement by going back to their soft drinks roots and saying that it’s ok not to drink at all!
So is this anti-alcohol messaging? Or is it about limits? That’s confusing enough, particularly as now we have been given permission to have a drink again! There isn’t any other way to say that a few glasses of wine can help
reduce the risk of arthritis, without taking a pro-drinking sort of
The whole point is moderation, clearly, yet I don’t think it’s getting through as well as it should. With limits on the one hand, Schweppes saying no and Swedish research saying yes, I can see why the ‘feast or famine’ mentality is confusing the nation.