Responsible Marketing
Responsible marketing is the only type of marketing that Brown-Forman endorses. We believe strongly in the benefits and effectiveness of self-regulation, as validated in the U.S. by the Federal Trade Commission. But success depends on our entire sector maintaining equally high standards. Our industry cannot afford the damage caused by those who fail to follow guidelines and thereby undermine the benefits created by companies that do.
Our Approach
Brown-Forman's Responsible Marketing, Advertising, and Promotional Guidelines serve as our overriding standard, which goes above and beyond many industry standards. In the U.S., we also adhere to the DISCUS Code of Responsible Practices for Beverage Alcohol Advertising and Marketing, and the Wine Institute's Code of Advertising Standards. In the U.K., we follow The Portman Group's Code of Practice.
Our global policy guidelines will be brought to life by the forthcoming Brown-Forman Marketing Dos & Don'ts, providing real-world examples to enhance consistent application and understanding.
Actions
Our goal is to continue integrating responsibility into our brand building activities. We believe that reminders to drink responsibly are only a starting point and want to do more. We view this as an opportunity, and we anticipate working on our own and with others to encourage consumers to change their attitudes and ultimately their behavior. We want to do this in a way that raises awareness and educates, so that consumer behavior and social norms support responsibility. We strive to use a variety of channels to get our message across, including our brands.
In late 2007, Southern Comfort launched a television advertising campaign in the U.S. and the U.K. focused on drinking responsibly and getting home safely.
Read some more examples of our efforts to promote a culture of responsible consumption of alcohol.
Self Regulation
In the U.S., self-regulations within the industry call for beverage alcohol advertisements to be placed only where at least 70% of the audience is reasonably expected to be above the legal drinking age (LDA). Brown-Forman has taken an additional step of planning our U.S. placements to deliver total cumulative impressions by brand and by media to average at least 80% LDA audience. Since 2006, our average media impressions in each of three categories (television, radio, magazines) met or exceeded our 80% LDA standard. In countries where there is no minimum legal drinking age, or the LDA is below age 18, Brown-Forman directs its marketing to those aged 18 years and above.
Performance
Corporate Average Media Impressions
[Percentage Legal Drinking Age (LDA) and above]
In 2008, Brown-Forman added the digital category measurement following the addition of new DISCUS Distilled Spirits Industry Internet Advertising / Marketing Guidelines.
Global Advertising Complaints/Complaints Upheld
Dubai Video
The Jack Daniel's team in Dubai developed an innovative responsibility communication - employing a short video/slideshow which communicated to mobile phones by bluetooth.