Panimo- ja virvoitusjuomateollisuusliittoPuh. (09) 148 871 Fax (09) 14887201 info@panimoliitto.fi

PRESS RELEASE: 15.10.2008

The EFFIE Awards – for successful marketing communications

Honours and awards for the ‘Drunk, you’re a fool’ commitment

The ‘Drunk, you’re a fool’ campaign (www.kannissaoletaalio.fi) has won an EFFIE Finland award. The campaign – which questions the acceptance of alcohol abuse – was implemented in 2007-2008 by the Finnish Federation of the Brewing and Soft Drinks Industry and its partners. Campaign has also been one of the commitments which the Brewers of Europe have sent to the European Alcohol and Health Forum.

The campaign won first place – a Gold Effie – in the Internet-based campaign category. It also clinched third place – a Bronze Effie – in the non-profit category.

The EFFIE Awards is the world’s most highly respected competition measuring the effectiveness of marketing communications. The EFFIE Finland is organized by MTL (The Finnish Association of Marketing Communication Agencies) and MARK (The Finnish Marketing Association).

Timo Jaatinen, Managing Director of the Federation of the Brewing and Soft Drinks Industry, is favourably surprised by feedback on the ‘Drunk, you’re a fool’ campaign.

"We wanted to make young adults stop and think about their own use of alcohol, while at the same time sparking off wider debate about Finnish drinking habits – and we’ve succeeded in our aims.”

The campaign’s website has been visited over 500,000 times, and more than 30,000 people have entered its competitions. The campaign’s success hit a high in 2008, when evaluation of the campaign was included as a question in the autumn matriculation exam.

We’re happy to have found new ways to successfully reach so many people on an issue that is so everyday, ingrained and challenging,” says Jaatinen.

An independent academic evaluation of the campaign will be published in November.
“We hope that our campaign will encourage other players in our society to make investments in alcohol awareness. Attitudes change slowly, but changing them is the only way to combat alcohol abuse, which has been condoned to far too great an extent,” says Jaatinen.

The ‘Drunk, you’re a fool’ campaign has already received the following awards:

SIME 2007 Awards (the largest and most significant digital media competition in the Nordic countries)

  • Best Nordic online campaign

Grand One 2008 (the best of Finnish digital media)

  • Best consumer campaign
  • Honourable mention: Design category

Vuoden Huiput 2007 (the best of graphic design)

  • Silver (2nd place): Digital media category
  • Honourable mention: Integrated advertising

New York Festivals, Innovative Advertising Awards 2008

  • Silver World Medal (2nd place): Civic/Social Education
  • Bronze World Medal (3rd place): Educational

Moscow International Advertising Festival 2008

  • 1st place: Internet Communication, Non-commercial organizations
  • 2nd place: Integrated campaign

Additional information:
Communications Manager Katri Tuulensuu, tel. +358 (0)9 1488 7601, GSM +358 (0)40 777 1938
Managing Director Timo Jaatinen, tel. +358 (0)9 1488 71

The Federation of the Brewing and Soft Drinks Industry promotes the interests of producers of beer, cider, long drinks, soft drinks and mineral waters in Finland. Its members are Oy Hartwall Ab, Nokian Panimo Oy, Olvi Oyj and Oy Sinebrychoff Ab. The Federation of the Brewing and Soft Drinks Industry operates in connection with the Finnish Food and Drink Industries Federation and is among the four largest industries in the food and drink branch in terms of the value of production.

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