Commitment details

Information about the commitment

Submission number 1353347239121-1578
Submission date
  • 19-Nov-2012
Owner of the commitment SABMiller
Name of the organisation's representative in the forum Gabor Garamszegi
Name of the affiliated Umbrella Organisation or Federation The Brewers of Europe
Title of the commitment Responsible message on consumer communication materials in SABMiller's European operations
Commitment summary SABMiller issued its revised Policy on Commercial Communication in 2011. Connected to the Policy, preliminary message guidelines were also developed. The policy requires placing alcohol responsibility messages (RDMs) on primary packaging labels and on marketing communication materials in countries where it is not mandated by law or by industry - government agreement. It includes TV, radio, online advertisements, billboards and print advertisements, primary packaging labels and printed POS materials. SABMiller companies develop responsibility messages based on their local market circumstances. This initiative has been submitted as a commitment in 2010.

Following the previous commitment of SABMiller to the EAHF on the presence of RDMs for its commercial communication, the company monitored the implementation of the commitment and issued a report in April 2012. The report showed high levels of compliance for promotional materials (quantitatively 98% of materials were compliant, while from a quality point of view 94% of materials were compliant). And for the labels (97% compliance). However, in course of the implementation and of the monitoring we have recognized that the preliminary guidelines require a review and changes to ensure that the principles are clearly and fully understood and applied. We will ensure that by April 2013 a revised version of the RDMs guidelines will be issued to address the improvement areas identified in the course of monitoring.

Additionally, we believe that pregnancy RDM is highly relevant across the region in terms of reminding consumers of responsible behaviours in relation to alcohol consumption. Therefore, we would like to make sure that in all countries where it is not mandated by law or by industry - government agreement ,subject to commitment, the RDM on pregnancy is implemented at least on one brand or brand variant (for the promotional material - web advertising, TV copies and print advertising) or on a packaging type (bottle, can, PET) by November 2013. As responsible messaging serves as a reminder, the placing of the pregnancy RDM in each country will be accompanied by specific communication effort (like communication programs done in partnership with professional associations or NGOs; distribution of information materials; information available via internet or digital applications, etc.) to support awareness rising on the issue of pregnancy and alcohol consumption.


Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment

Contact Point

Contact name Gabor Garamszegi
Organisation SABMiller
Title/Position Corporate Affairs Director, Europe
Address
Neuhofstrasse 4
6341 Baar
Other
Tel 4141 767 4715
Fax 4141 767 4701
Email gabor.garamszegi@sabmiller.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [Czech Republic] Drahomira Mandikova
  • [Spain] Luis Durango
  • [Hungary] Mandy Fertetics
  • [Italy] Federico Sannella
  • Pawel Kwiatkowski
  • [Romania] Diana Klusch
  • [Slovak Republic] Miriam Sramova
  • [United Kingdom] Jonathan Bennett

Information about the commitment

Background to the commitment (if any) Consumers should make informed decisions about alcohol consumption based on accurate and balanced information. Messages may remind them on the need of responsible drinking, like no drinking before driving, no drinking of under legal age or during pregnancy. Responsibility messages, are however, just one component of a larger communication mix through which awareness, understanding and behavior change on irresponsible consumption can be achieved. We believe that pregnancy RDM is highly relevant across the region, therefore we would like to make sure that in all countries subject to commitment, the RDM on pregnancy is implemented and accompanied by one program or specific communication effort to support awareness rising on the issue of pregnancy and alcohol consumption. Each country will also have specific output measures to track impact of their programs on core target audience (pregnant women).
Priority areas
  • Develop information and education programmes on the effect of harmful drinking
  • Develop information and education programmes on responsible patterns of consumption
Baseline SABMiller reviewed its Policy on Commercial Communication in 2011. As part of the policy alcohol responsibility messages have been placed on packaging labels and diverse marketing communication materials. The RDMs focused mostly on two issues: drinking & driving and underage drinking. To ensure consistency and legibility of messages, guidelines have been developed, however these guidelines need to be reviewed to capture developments and address improvement areas identified by the monitoring report of the previous commitment. In terms of pregnancy RDM, this message is already present on beer labels of some brands and/or packs in Czech, Hungary, Italy, Slovakia and UK. Additionally in Poland, Czech Republic and Slovakia this RDM has been introduced also on promotion materials or in the Internet communication. On SABMiller’s global website www.talkingalcohol.com (developed in 9 languages) there are subpages dedicated to pregnancy and Foetal Alcohol Syndrome.
Start date Dec-2012
End date Nov-2013
Expected interim date
  • 31-May-2013
Final report date
  • 31-Jan-2014
Member states
  • Czech Republic
  • Spain
  • Hungary
  • Italy
  • Italy
  • Romania
  • Slovak Republic
  • United Kingdom
Other concerned countries

Commercial communication

Target
  • Legal drinking age consumers, pregnant women
Tool
  • Labelling, commercial communication materials.
Description A wide range of communication tools will be harnessed. Each country will select the most appropriate communication for the message e.g. distribution of information materials; information available via internet or digital applications, etc.

Consumer information

Target
  • RDM guidelines revision: 18-65 year old consumer
  • Women (pregnancy)
Tool
  • Information on point of sales
  • Labelling
  • websites, responsibility messages on TV, outdoor, print (above A4) and web advertising
Description The RDM on pregnancy is implemented in commercial communication. For the purposes of this commitment the message will be placed on at least one brand or brand variant (for the promotional material - web advertising, TV copies and print advertising) or on a packaging type (bottle, can, PET) by November 2013.

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?)

Input indicators

Number of people involved
Time spent (Man/hours)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
Type of methodology
  • Questionnaire
  • Randomized studies

Details about the monitoring report

Title of the commitment
Responsible message on consumer communication materials in SABMiller's European operations
Name of the Forum member organisation owning the commitment
SABMiller
Name of the Forum member organisation owning the commitment
SABMiller
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
01/12/2012 31/01/2014
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Garamszegi Gabor
Corporate Affairs Director, Europe
Neuhofstrasse 4
6341 Baar Switzerland
41 41 767 4715
41 41 767 4701
gabor.garamszegi@sabmiller.com
Commitment summary (based on summary given in original commitment form):
RDMs
SABMiller issued its revised Policy on Commercial Communication in 2011. The policy requires alcohol responsibility messages (RDMs) to be placed on primary packaging labels and on marketing communication materials in countries where it is not mandated by law or by industry - government agreement. It also requires that our commercial communications - including TV, radio, online advertisements, billboards and print advertisements, primary packaging labels and printed POS materials carry an appropriate RDM.

All RDMs
In 2010 we achieved a high level of compliance with this objective. Our latest commitment was to ensure 100% compliance for labelling and for commercial communications to increase the qualitative RDM compliance from 94% to 98%.


Pregnancy RDMs
We believe that a pregnancy RDM is highly relevant across the region in terms of reminding consumers to behave responsibly in relation to alcohol consumption. Therefore, we would like to make sure that in all countries where it is not mandated by law or by industry-government agreement the RDM on pregnancy is implemented at least on one brand or brand variant or on a packaging type (bottle, can, PET) by November 2013. The placing of the pregnancy RDM in each country in scope will be accompanied by a communication initiative on responsible drinking during pregnancy.

Awareness
In 2013 we also committed to measure recognition of these messages amongst our consumers to assess how effective they are. The spontaneous awareness commitment was to achieve:

30% spontaneous awareness for any SABMiller responsible drinking message
10% spontaneous awareness for messages about responsible drinking during pregnancy
Web site/s relating to the commitment
Description of the implementation of the commitment
RDM compliance on labelling and packaging including pregnancy RDM
The following process is in place to verify the presence and compliance of RDMs on our labels
All of our companies have an internal Sales and Marketing Compliance Committee (SMCC) that is charged with ensuring all commercial communication complies with the guidelines. Every label needs a final approval by the SMCC per country. The approvals are documented and available at country level.
At the end of the initial audit in December 2011, it appeared that while compliance was high (97%) there were some outstanding issues which meant that not all products were labelled with the new labels by the end of December 2011. SABMiller has in the meantime devoted effort into making the remaining 3% compliant as well.
Given that the overall SKU portfolio was not expected to have been changed significantly between 31-12-2011 and 30-11-2013, the focus was on evaluating compliance for a) the changes in the portfolio in this period b) the 3% SKU that were non-compliant at 31-12-2011 and c) existence and changes of pregnancy RDM at SKUs in line with the commitment.
Following an internal review by SABMiller against the POCC guidelines a sample of labels and commercial communications was selected by a third-party assessor for an independent check

RDM compliance in commercial communications including pregnancy RDM
All commercial communication in scope for the commitment were evaluated by the national SMCC before their publishing to include the relevant and up-to-date RDM with the necessary quality.
All commercial communication in scope is tracked by Ebiquity/national commercial communication and/or the individual countries in digital SMCC databases.
Compliance was verified against the relevant excerpts from the guidelines for the RDM according to the revised Alcohol Responsibility Messaging Guidelines 2013' ( including accuracy, visibility, targeted messaging, placement and size)

Spontaneous awareness of RDMs
Spontaneous awareness measuring is performed centrally by the Local Insights Team of SABMiller for all countries in scope
SABMiller collected data per country on the spontaneous awareness of all SABMiller RDMs and on spontaneous awareness of the pregnancy RDMs specifically.
In total 13,841 beer consumers were surveyed across 8 EU markets between January and September 2013 by means of a 4 question questionnaire, supplemented by 2 additional qualifier questions. This survey work gathered information on both prompted and unprompted awareness of RDMs and was also broken down according to the specific RDM, demographics and packaging type/channel.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
Ensure that 100% of our labels and packaging carry an appropriate RDM:

By the end of the monitoring period we achieved near full compliance. We identified two small instances of non-compliance one related to a product that we brew under licence and therefore have no ability to require compliance and one related to 17hl of Grolsch supplied into the UK.

Ensure that all our commercial communications meet the guidelines of our Policy on Commercial Communications on RDM placement and content:
By the end of the monitoring period we achieved virtually full compliance (above our 98% target). Our Sales and Marketing Compliance Committees found no significant instances of non-compliance across all commercial communications monitored.

Place a pregnancy RDM on at least one brand or brand variant or on a packaging type per market:

For every market in scope at least one of our brands or brand variants carried a responsibility message about drinking during pregnancy thus achieving full compliance.

Implement at least one communication campaign or awareness raising initiative on pregnancy per country in scope:

Communication campaigns about the risk of drinking while pregnant were put in place across each market in which we operate thus achieving full compliance.

Achieve 30% spontaneous awareness among surveyed consumers for any SABMiller RDM:

We achieved 31% spontaneous awareness of any SABMiller RDM, narrowly exceeding our objective.

Achieve 10% spontaneous awareness among surveyed consumers for the pregnancy RDM:

We achieved 11% spontaneous awareness of the pregnancy RDM, narrowly exceeding our objective.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
Our commitments on RDMs set out above correspond to the following priorities of the forum:
Develop information and education programmes on responsible patterns of consumption'.
Cooperation to promote responsibility in and prevent irresponsible commercial communication and sales'.

Our Responsible Drinking Messages on packaging and in our commercial communications contribute to reinforcing consumers' recognition of the importance of responsible drinking. These messages remind consumers not to drink alcoholic beverages before they drive, not to drink while pregnant and that beer is for consumers who are above the legal drinking age. These messages have to be considered in the context of the broader communication to the consumer and not in isolation which is why our commitment on pregnancy RDMs included the delivery of complementary awareness raising campaigns.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
We allocated the following resources to this commitment:
People: 64
Time:175 man days
Budget: €130,000
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
RDMs reached approximately 50m consumers through our advertising and 30million through product labels.
In addition consumers surveyed by our local insight teams demonstrated a 31% spontaneous awareness of any SABMiller RDM and 10% spontaneous awareness of the pregnancy RDM.
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
The monitoring process demonstrates that the processes that we have in place to enforce our standards on labelling are effective ensuring compliance with our commitments.
However, over the long term increasing awareness requires more than just clear labelling. What we have learnt from our latest monitoring exercise is that awareness increases in markets where the message is mature and where RDMs on labels and commercial communications are accompanied with targeted campaigns.
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Our compliance with these commitments was assured by KPMG Sustainability and third-party data was provided by our media buyer/tracking services MEC. Third party support was also used by the SABMiller Local Insight Teams to track consumer recognition.
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
Dissemination (How were the results of the commitment disseminated?)
We plan to share our public report with members of the EUAHF as well as bilaterally with interested stakeholders. We will also work with Brewers of Europe and the WFA to communicate about our shared visions and goals on these issues.
References to further information relating to the monitoring of the commitment
A detailed report will be made available on www.sabmiller.com.