Marketing to change social norms

We've committed to investing at least $1 billion USD across our markets in dedicated social marketing campaigns and programs to influence social norms and individual behaviors to reduce harmful use of alcohol. This goal is not just about spending a specific amount, but rather spending with impact. This requires the implementation of evidence-based campaigns and programs grounded in social norms and social marketing theory. This also means ensuring all our brands have a purpose, and that the social marketing campaigns they do promote behavior change connected to that purpose in a sustained way.

Working in close collaboration with experts, we developed a Smart Drinking Toolkit to guide our marketing teams. We've also updated our Responsible Marketing and Communications Code and training for our colleagues. We continue to rely on input from the public health experts on our practices and welcome any advice on how to increase our impact.

From 2016 to 2020, we invested a total of USD $331.34 million across our markets in dedicated social marketing campaigns and programs to influence social norms and individual behaviors to reduce the harmful use of alcohol. For more information, please see our Social Norms Investments Audit here.