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Without ever financing another “campaign” to seemingly tackle the problem of alcohol abuse, Diageo could do worse than look at itself and the way they conduct their business.
The three main drivers of alcohol abuse are price, availability and promotion.
If Diageo are serious about reducing the abuse of alcohol then let them stop bombarding our young people with continuous promotion of its product.
I fail to see the point of spending tens of millions on advertising through sports sponsorship and other forms of advertising and then throwing a minuscule amount at a damage limitation exercise into which they will have an input.
The well-worn phrase of “drink responsibly” is at last being seen for what it is, an add-on at the end of an advertisement spoken at such a fast rate that it is barely recognizable or as an unreadable line on a beer mat.
So maybe the way forward in this futile exercise is for Diageo to take the word “responsible” and put it alongside the word promotion.
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