Stateways

TRAINER General Manager, Control State Division, Pernod Ricard USA JOHN campaign also includes a dedicated website (no alcohol brand information or logos), AcceptResponsibility.org, which has several interactive elements that help people understand how self-deception about alcohol con- sumption clouds their judgment. Taking this educational campaign one step further, Pernod Ricard USA has created public service announcements (PSAs) from each of the ads. These PSAs have been broadcast more than 1,000 times by television stations in major cities and college campus markets. Irresponsible Alcohol Consumption: There’s No Good Excuse ernod Ricard USA is proud to be part of an indus- try that brings enjoyment to millions of adult Americans. However, we also are acutely aware of the abuse of our products. That’s why we share our Control State partners’ belief in collaborating to com- municate the importance of responsibility as it relates to the consumption of alcohol beverages. P Over the past four years, Pernod Ricard USA has invested several million dollars in a unique campaign focused on the core theme of “Accept Responsibility.” This theme reflects our view that adults must recognize the potential for deceiving themselves into accepting what we know to be erratic behavior regarding alcohol consumption. Launched in 2007, our campaign features print, animated on-line and broadcast ads that encourage individuals to accept responsibility for their decisions by highlighting common excuses used to justify drunk driving, binge drinking and underage drinking. The Overall, the Accept Responsibility campaign has reached an estimated audience of more than 200 million, with an equivalent advertising value of an estimated $10 million. We are pleased by the public response to this campaign and proud to lead an effort that has such potential to change lives. We also are pleased that some Control States have jointly decided with us to partner in implement- ing the Accept Responsibility program. Following are some examples of this collaboration through com- munication: — In Montana, a substance abuse prevention group, Flathead Care, arranged for a PRUSA-produced anti- underage drinking video to be shown in selected movie theaters. The use of the video was endorsed by the Montana Liquor Control Division. — In Oregon, the Liquor Control Commission arranged for some local TV stations to air our 30- second public service announcement (PSA) aimed at dismissing common excuses used to justify binge drinking. — In Washington and Idaho, the state liquor boards have agreed to air our 30-second PSA aimed at dismiss- ing common excuses used to justify underage drinking. The ads will air in May during the days leading up to prom season. We would be happy to consider requests from other Control States to partner with us on the “Accept Responsibility” program. Contact Cheryl Naughton at 678-292-6054 cnaughton@m2media360.com Our responsibility efforts include membership in The Century Council, a distiller-supported, not-for- profit organization focused on fighting drunk driving and underage drinking in the U.S. We also support the spirits industry’s efforts to tackle alcohol misuse through self-regulatory mechanisms like the DIS- CUS Marketing Code, as well as our own internal, marketing review committee. Together, collaborating as an industry, we are confident of making and com- municating important progress in addressing the major, social issues surrounding responsible alcohol consumption. SW 36 StateWays  www.stateways.com  May/June 2011

• Cover
• Table of Contents
• Editors Note
• Dateline
• Explanation of Benefits
• NABCA Roundtable
• Champagne
• Vodka
• Tequila
• Products