The role of alcohol packaging as a marketing and social marketing tool: A mixed methods study in the United Kingdom

Abstract

Background: Alcohol packaging is an important marketing communications tool and can be used to deliver alcohol-related health information. This thesis had two main aims: 1) to explore how alcohol companies use packaging as a promotional tool and its impact on young adult drinkers; 2) to explore how young adult drinkers engage with the health-related information, messaging and warnings currently on packaging, their support for displaying health-related information, messaging and warnings on packaging, and their response to a range of novel, on-pack health warnings. Methods: A mixed methods design was used with three interlinked studies. First, six years of trade press magazines (n=696) in the United Kingdom (UK) covering a 10-year period (2008–2017) were reviewed to explore the role of alcohol packaging as a marketing tool. Second, eight focus groups with 18–35 year-old current drinkers (n=50) in Scotland were conducted to explore perceptions of, and engagement with, current packaging from marketing and social marketing perspectives, and reactions to novel on-pack health warnings. Third, a cross-sectional online survey and experiment with 18–35 year-old current drinkers (n=1,360) in the UK was conducted to examine the role of alcohol packaging as a tool for promotion and health messaging. Findings: The mixed methods findings indicate that alcohol packaging is a powerful, multifunctional marketing vehicle, used by companies to target consumer profiles (e.g. young adults, females); capture attention; create appeal; encourage product trial and purchase; and, ultimately, increase revenue. Most participants engaged with, and were influenced by, alcohol packaging as a promotional tool. Furthermore, alcohol packaging has significant potential to deliver health messaging, increase awareness of harms, and counteract the appeal of alcohol products. Conclusion: Alcohol packaging is a multifaceted marketing tool and could be an effective means of communicating alcohol-related health information, potentially supporting a reduction in consumption and related harms.