The changing face of alcohol advertising

Really interesting piece on alcohol advertising and some of the questions that are raised by the way producers are using social media.

Underpinning all this [use of social media] was the attempt to attract consumers to online ‘conversations’ within branded environments, and the attempt to make online brand engagement part of consumers’ everyday routine.

Importantly, creating conversations about alcohol brands doesn’t necessarily mean creating conversations about alcohol; indeed, some of the most active social media campaigns (such as Fosters’ Funny, or a comic ‘construction experiment’ run by the cider brand Bulmers) involved virtually no mention of drinking at all.

Read the whole thing here.