Alcohol is responsibility. Drink responsibly.

Real hypermarket chain and producer of spirits Johnnie Walker, Smirnoff, Baileys – Diageo organize joined social campaign “Alcohol is responsibility. Drink responsibly.”

The message of the campaign is a promotion of responsible drinking. The campaign started at the beginning of February and will last until the end of March 2010. During the campaign, among Real’s customers, Four main tips for responsible drinking are promoted:

• 18+ Alcohol is for adults only and 18 is the legal purchase age for alcohol in Poland.
• Eat something. Eating before or during drinking slows down alcohol absorption.
• Space your drinks with water. Alcohol dehydrates your body, so replenish your fluids, and slow down your drinking, by alternating alcoholic drinks with soft drinks. You will maintain proper fluid level in your body.
• Never drink & drive. –Think about how you’re going to get home before you leave home – grab a cab or designate a driver.

Those four responsible drinking tips are promoted in the alcohol sections of all 54 Real hypermarkets in Poland. Those who will visit the alcohol departments get acquainted with the campaign’s messages described on leaflets, posters, displays, and neck hangers placed on Johnnie Walker, Smirnoff and Baileys products. Hostesses in-store have also been directing shoppers’ attention to the promotion and distributed free bottles of water to customers buying Johnnie Walker, Smirnoff or Baileys, to reinforce the message about spacing or alternating drinks and allows to maintain proper fluid level in a body.

Additionally, to intensify the influence of the campaign statements, both companies have organized a consumer competition with courses of safe driving as a reward for those who answer the question: „What does responsible drinking mean for you?” in a most interesting way.

„Diageo all over the world leads actions promoting responsible drinking. We also strive to promote this subject in Poland. The statement „Alcohol is responsibility. Drink responsibly.” can be found on the labels on our products and promotional materials. What is more – every promotional activity is compliant with our internal code of marketing ethics (Diageo Marketing Code), in which promotion of responsible drinking is an essential part. Now we have moved forward – actively promoting the idea in the point of sale of alcohol, where we reach the consumer directly. Thanks to the cooperation with Real in Poland we hope that the statement of our campaign will reach as many as possible Poles and will contribute to strengthening the attitude to responsible drinking in the society.” said Piotr Żamojda, General Manager of Diageo Polska.

„Real focuses on corporate social responsibility through active engagement in social campaigns. The responsible sale is especially important for the chain. We organize actions among our employees to promote proper attitude in that field. A joined initiative with such an important partner that aims to form proper consumer behavior has a significant importance for us. We truly believe that the effect of our activity will be an increase of the responsible drinking awareness, especially among young (LPA) consumers, who recently came of age – education of that group of customers is a priority for us” - stresses Kef van Helbergen, Managing Director of Real in Poland.

As a leading spirits company Diageo organizes and supports initiatives that increase the community’s awareness on responsible drinking. The company is aware that being connected with pleasure and celebrating, alcohol plays an important part in the social life, but its excessive and improper use can cause problems, both for individuals and for society. By organizing the campaign „Alcohol is responsibility. Drink responsibly” Diageo uses its international experiences in promoting the responsible drinking. The company has invited to cooperation the partner known for its engagement in promotion of responsible sale - Real. Diageo and Real have shared commitment and experience to promote responsible drinking across Europe.

More information:

Aneta Jóźwicka
Public Relations Manager
Diageo Poland Sp. z o. o.
Nowogrodzka 47A Str.
Tel: +48 22 450 92 00
Fax: +48 604 12 66 66
Email: aneta.jozwicka@diageo.com

Katarzyna Petrykowska
Public Relations Specialist
real,- Sp. z o.o. and Sp. Spółka Komandytowa
Krakowska 61 Str. 00-695 Warsaw 02-183 Warsaw
Tel. +48 22 50 00 226
Fax: +48 661 310 117
Email: Petrykowska@REAL.PL