In any marketing campaign it is important to target the people you are trying to reach. But what do you do if you are trying to reach people who drink? Very simple, put the ad right under their glass.
This is the method being employed by the Oregon Liquor Control Commission. In an effort to educate drinkers about the real, scientific effects of alcohol, the commission has distributed 100,000 coasters to local bars. These beverage coasters contain facts and information about alcohol, and its effects on both the human body, and society as a whole.
Not at all preachy, the information on the coasters is presented in a laid back; tell a friend a funky fact, manner that is designed to start conversations between drinkers. The idea is that if people start paying attention to the real facts about liquor, they might start to think more seriously about what they are putting in their bodies and how that is affecting their lives.
This coaster marketing tactic is nothing new, and it has been employed by the major beer and alcohol companies as a way to precisely hit their target market for years. What is new is that instead of trying to get people to drink more, these coasters are actually intended to make people sober up a bit.
The question is, how will bar owners, who make their living selling alcoholic beverages, feel about a series of coasters which makes their customers hesitate, even if only for a moment, before purchasing another round.
Article inspired by news found at http://blog.oregonlive.com/breakingnews/2007/07/drink_and_learn_with_olcc_coas.html
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