Central England Co-operative

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A5. Support for Drinkaware

Committed since:

1 January, 2013

Delivery plan:

Submitted: 10 May, 2012

Midlands Co-operative alongside The Co-operative Group has already achieved this pledge. 100% of the Co-operative own-brand alcohol products carry Drinkaware messaging on label. We will continue to carry this messaging on our own-brand labels. We will raise awareness of Drinkaware and its campaigns (including the campaign for smarter drinking) amongst our customers and members. We will achieve this by using a variety of communications channels including: point-of-sale materials; in-store media, shelf talkers that highlight the drink aware website http://www.drinkaware.org as well as our magazines. This activity will include (but is not restricted to): POS materials in all stores during the designated campaign period of the campaign for smarter drinking in both 2011 and 2012.We have raised awareness of the Drinkaware brand by including at least one mention on any promotional material we have produced where an alcoholic product is involved. We will raise awareness of Drinkaware with our employees by using internal communications channels including: internal magazines and staff offer posters.

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