Russian Brewery Union is launching the second stage of advertising campaign under the name “After 18”. It restricts the access to the brewing products of those who’s under eighteen years old.
As it is known, in April 2005 the federal law about beer sales and consumption restrictions came into effect. Russian Brewery Union offered its own social project “After 18”. A special sticker with the exclamation “It is prohibited to sell beer to under age” became the main campaign sign. It was developed under the Union initiative. The sticker is meant for retail trade outlets (point of sale surfaces, counters, racks, entrance doors) as well as beer advertisements including video reels and outdoor.
It must be pointed out that the application of this sign is nothing but a voluntary step which reflects the ideas of Brewery community to form the responsible beer consumption. At the first campaign stage which was held under all leading brewery companies within 7 months from February till July 2006, about 500 000 stickers were distributed in 373 000 trade outlets. Some brewery companies included the sign images in their own advertising materials. During the second stage which starts in the beginning of December 2006, more than 500 000 stickers will be distributed in retail trade shops all over Russian Federation territory. Members of Brewery Union will start using the sign in their ad boosting stuff from January 1st, 2007.