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Our activities
The Campaign "Nigdy nie jeżdżę po alkoholu" (I never drink and drive) |
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The Campaign "Nigdy nie jeżdżę po alkoholu" (I never drink and drive)
Grupa Żywiec takes an active part in the new initiative of the brewing sector.
Effective from 1 April 2008, the brewing industry will gradually mark the beer packaging with the symbol "Nigdy nie jeżdżę po alkoholu" (I never drink and drive). The project is an integral part of the long-time educational program to prevent drinking and driving, implemented by the sector. The symbol "Nigdy nie jeżdżę po alkoholu" will be placed on the bottles and cans containing beer brewed by member breweries of ZPPP "Browary Polskie", i.e. the Association of Brewing Industry Employers, including Grupa Żywiec packaging.
Marking the packaging with the symbol "Nigdy nie jeżdżę po alkoholu" is a joint idea of the member breweries of ZPPP "Browary Polskie", the Association of Brewing Industry Employers, which represents over 90% of the beer market in Poland. The breweries have signed an agreement stating how to place the symbol "Nigdy nie jeżdżę po alkoholu" on beer packaging.
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The project is part of the industry’s long-term policy to educate the consumers on responsible beer consumption and in this particular case - to prevent them from driving under the influence of alcohol. The marking "Nigdy nie jeżdżę po alkoholu" will be a permanent element of the label and an integral part of educational activities conducted by ZPPP "Browary Polskie".
Grupa Żywiec has participated for several years in the sector’s activities to promote responsible alcohol consumption. The Group was one of the initiators of campaigns to draw the society’s attention to alcohol abuse or irresponsible alcohol consumption, such as the campaign in the late 1990s "Pijani kierowcy wiozą śmierć" (Drunk drivers carry death), the campaign in 2003-2004 "Alkohol-nieletnim dostęp wzbroniony" (Alcohol - no access to minors) and the program started in 2006 "Prowadzący- niepijący" (Drivers do not drink).
We are a leading brewer on the Polish market and we feel particularly obliged to take action to promote responsible consumption patterns. The symbol "Nigdy nie jeżdżę po alkoholu" on our beer labels is intended to remind the consumers of our principle of zero tolerance for drinking and driving, says Krzysztof Rut, Corporate Affairs Director, Grupa Żywiec.
The introduction of the marking "Nigdy nie jeżdżę po alkoholu" is embedded in the strategy of the educational program implemented by the sector and plans for its future extension. Comprehensive marketing and consumer research carried out by the breweries proves that a first-person message about not drinking and driving, placed on beer packaging, makes the consumer identify with the content of the message, improves its credibility and has the potential to change the drivers’ behaviour. The message "Nigdy nie jeżdżę po alkoholu" refers to specific types of behaviour and is the opposite of general bans or imperatives that the consumer does not accept and does not identify with. The catchphrase was evaluated as an accurate and clear rule to be followed and the symbol on the label is a natural reminder.
We truly believe that only direct, interactive education which we conduct in pubs and clubs within the framework of the program "Prowadzący - niepijący" (Drivers do not drink), in combination with communication on product labels, will have a more effective impact on the consumer - on the one hand by making the consumer more aware of the problem of drinking and driving and on the other - by making the society disapprove of such behaviour, says Danuta Gut, the chairperson of ZPPP "Browary Polskie".
Bottles and cans marked with the symbol "Nigdy nie jeżdżę po alkoholu" will be gradually available on shop shelves starting from 1 April. |
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