Young People, Alcohol Packaging and Digital Media

Background Alcohol marketing is a key focus for concern for alcohol and public health researchers because of growing evidence that it is a determinant of uptake and frequency of drinking. To date, research attention has focused on more traditional forms of marketing promotion. However, research needs to keep pace with the fast-changing, multi-platform marketing environment. Two aspects of contemporary alcohol marketing merit particular concern: packaging, and how this relates to online marketing. Methods Two qualitative methods were used. Eight focus groups involving single sex friendship groups of girls and boys aged 14-17 were used to explore young people’s knowledge, attitudes and behaviour relating to alcohol packaging and labelling. Their levels of awareness and engagement with on-line alcohol marketing, on-product QR codes and augmented reality promotions, was also explored. The second stage of research involved the use of netnography to observe and analyse on-line communications regarding alcohol products on the social network site (SNS) pages of six alcohol brands. This research involved the analysis of primarily text-based talk on SNS as a lens through which to understand how alcohol marketers encourage consumers to talk about alcohol brands online and also how alcohol brands are used by consumers to construct desired identities on SNS. Preliminary Results Young people are frequently exposed to alcohol marketing on SNS. Alcohol brands and alcohol consumption feature heavily in young people’s conversations on SNS and are used by young people to construct desired identities by demonstrating drinking behaviour. Young people recognise the importance of alcohol packaging and labelling in influencing their drinking behaviour. Interactive packaging is appealing to young people and encourages consumers to actively engage with the alcohol brand. Marketers use SNS to engage with consumers through a variety of ways including promotions, calendar events and user-generated content. Conclusions This research benefits wider alcohol research and policy by exploring the way in which digital media combines with alcohol labelling and packaging to create a multi-platform marketing environment and to what extent young people interact with this environment. Key messages Alcohol packaging plays an important role in young people’s drinking behaviour. The packaging is highly influential in how young people construct desired identities in the real world and online. Young people are frequently exposed to various forms of online alcohol marketing. Interactive packaging helps make the link between the physical product and online marketing campaigns.