A global FMCG producer chose to work with ComRes to understand Western European attitudes towards responsible drinking. Our insights were used to inform a long-term communications strategy aiming to position our client as the market leader on responsible drinking and generate public and key opinion leader support for a reduction in the taxation of alcoholic spirits across Europe.
Through a combination of focus groups in nine European cities and representative surveys across the region, we provided hard evidence of public attitudes. As well as identifying target audiences and key messages to build campaigns around, our research dispelled a number of myths.
Working closely with the client’s retained communications agency, we helped develop the individual campaign messages and measured the campaign’s impact.