What concerns me the most is whether the powers that be really investigated the impact that such a decision will have? In the
The economic times that we live in and probably will for some time, consumers will always look at price and what they get for their money. People didn’t stop drinking because of the recession they just drank cheaper wines/beers/spirits and quite possibly drank a lot more. If this Ban on Advertising will stop huge brands for spending money on visibility then I can almost guarantee you that they will use this money somewhere else. What better place and in what better way than to make their products more accessible to a larger market, making it more affordable and growing their sales volume while doing it.
Think of the impact the cigarette advertising ban had in South Africa with many events having to find new sponsors: Rothmans July and Gunston500 to name a few. The harsh reality as well is that cigarettes have become more and more expensive every year. This still doesnt stop people from smoking even those who used to say that they will stop when a packet cost R10!!
What is very interesting though is that in recent times the biggest sponsorships around the world are coming from cellphone/telecommunications brands i.e Vodafone,
, Vodacom, MTN, T-Mobile, Verizon etc.
Does this tell a story?? Orange
What else do you think will evolve from this Ban??
FOOTNOTE: I used Heineken as an example because i think what they have done in advertising and sponsoring has been amazing. They might be very hard hit should this Ban come through and I am also wondering what their next steps will be.