CUB take aim at alcohol awareness group FARE after Drinkwise ad comes in for criticism

bang. what he said!

I feel like I’ve just walked in to a fight between two six year old’s over who’s imaginary friend is better.

Can someone ask Michael Thorne to explain why would the beer industry need yet another advert, especially one that doesn’t have any brand, pricing or retailing message?

What FARE can never understand is that the alcohol industry doesn’t need marketing to sell drinking to the public, because drinking sells itself by being fun and enjoyable. The industry needs marketing to sell companies’ brands.

https://staging.mumbrella.com.au/drinkwise-mike-daube-clemenger-melbourne-binge-drinking-209951

Totally back Michael on this – Drinkwise will always be heavily lobbied by the powerful alcohol industry. After spending years in the hospitality industry I’ve seen the direct impact alcohol has on families especially when your 21 year old mate dies in a car accident because of a alcohol.

John Scott knows the above Drinkwise TVC is a soft campaign and a big percentage of revenue comes from consumers who excessively drink alcohol.

I’m not against having a beer after work or during a sporting match – but to say the above ad will move people to think twice about drinking hard doesn’t understand the power of the many more ads which revolve around convincing young men that if you don’t drink your not a real man.

Good on you Michael for funding more meaningful research which will actually save a young lives.

Cheers

Fare and Drinkwise = Gillard and Rudd?

Hey Mumbrella, What’s happened to Thorn’s response which was up earlier? Technical glitch or editorial decision?

seems the FARE focus is on beating up industry rather than educating consumers

I don’t think it’s in the industries best interest for people to drink less. There is no branding but few would miss that Carlton Draught is a major sponsorship partner of the AFL and currently synonymous with the game. That said, the ad does portray the negative CNS effects of alcohol and withdrawal from reality; although it could’ve been done without the glass of beer trigger.

The predictable retaliatory response from CUB to FARE is unfounded. This is an excellent means of educating people and to make them think about and question the motives of an alcohol industry ad campaign. It’s important to consider that many studies claiming the health benefits of alcohol (and completely overlooking any adverse effects) are funded by the alcohol industry.

As for the earlier comment about alcohol being fun and enjoyable, I agree that alcohol can be these if used responsibly, however, one must also consider alcohol’s relationship with violence (including domestically), sexual assault and the many related adverse health consequences.

I don’t even get DrinkWise’s message…? So either it’s a lousy health promotion ad or Michael is right, the whole intention was to remind us to drink CUB’s beer at the footy. Even though most of us can drink responsibly I think the thing is that the alcohol industry shouldn’t be trusted to give health messages in the same way that tobacco industry shouldn’t.

The first prohibition movement tried to de-legitimise the voice of the alcohol industry.

Looks like the second time around, its modern day successors are trying the same tactic.

The criticism of the DrinkWise campaign is entirely fair and legitimate. Like most of the alcohol industry’s half-hearted attempts at self-regulation, DrinkWise is a fig-leaf that allows industry bosses to claim they are actively trying to mitigate against the massive health and social damage caused by their industry & their product, without actually doing anything that might lead to reduced sales.

The long, protracted Last Drinks campaign to introduce tighter licensing controls over pubs & clubs in Sydney was a perfect example of how hard the booze industry will fight to stop any genuine measures to curb alcohol-related harm. In the end the weight of public opinion was too great and the pubs & clubs lost.

Great work FARE, keep fighting against these corporate thugs.

drinking is not a sport and shouldn’t be advertised there – the DrinkWise ad is an ad for beer not for moderation – nor education.

Clemenger BBDO Melbourne is DrinkWise’s Agency, and you can guarantee their loyalties are to their biggest and most creative client CUB

Is “Pregnant Pause” not a meaningful campaign, CUB? Because a countless number of people living with FASD, an incurable irreversible range of conditions caused by alcohol consumption in pregnancy, apparently is not enough. I’d like to know what a “meaningful campaign” by CUB’s definition is, because preventing deaths, injury, brain damage and disability all caused by alcohol aren’t apparently worth advocating or campaigning for.

Well done to FARE and Michael Thorn. Drinkwise is little more than an alternative advertising campaign and a shell of an organisation to make Big Alcohol look like they care. If you think that the drinkwise ads seem allittle confusing, or their message is mixed (the kids absorb your drinking was particularly ambiguous) it’s because sit is meant to be like that. It’s meant to send mixed messages.
Keep up the great work FARE. Let’s not pretend that the alcohol industry truly cares about our health and well being.

Michael Thorn sounds like a comment you’d read on Campaign Brief.

The DrinkWise execution is solid and changes the conversation from the usual health benefits. Good luck Michael with your ad of a guy throwing up on himself.