BACKGROUNDER: LCBO’S DEFLATE THE ELEPHANT CAMPAIGN
December 10, 2014
• LCBO’s integrated Deflate the Elephant social responsibility education campaign includes a 15-second TV commercial airing in Ontario and online ads on popular websites during December and through New Year’s; a new website (www.deflatetheelephant.com) featuring passionate hosts from across the province who share their entertaining tips and recipes, including special “0% Cocktails”, along with responsible hosting ideas; Facebook (www.facebook.com/DeflatetheElephant) and Twitter (@SpeakUp_LCBO, #SpeakUpLCBO) pages; and in-store marketing components.
• Deflatetheelephant.com is a one-stop source for valuable tips on becoming a responsible and generous host. It showcases the entertaining style of various hosts, including their meal recipes, complementary “0% Cocktail” drinks, and practical tips for parties and get-togethers.
• Just in time for the holidays, Deflate the Elephant is launching the “0% Cocktail”. Say goodbye to the term “Mocktail” and hello to “0% Cocktail”. There is a trend towards lighter, more refreshing alcohol-free cocktails generally, so “0% Cocktail” reflects a more grown-up, sophisticated term for these delicious drinks.
• LCBO is using its 646-store network to bring Deflate the Elephant’s “Speak up. Save a life.” message to customers at a time of year when entertaining increases. The campaign appears in all LCBO stores on point-of-sale screens, shopping carts, and parking lot signs.
• Historically LCBO anti-drinking and driving campaigns have been aimed primarily at the friend of the male driver; however, research indicates that women are becoming increasingly likely to engage in drinking and driving.
• The “elephant in the room” idiom refers to a difficult or embarrassing issue, obvious to everyone but not discussed. Focus group research found that 81 per cent understood the meaning of the phrase, and 88 per cent found that it aligned well with LCBO’s responsible brand.
• The $1.4 million Deflate the Elephant campaign, which was first launched in December 2009, has continued to evolve to now focus on how a person can be a generous and responsible host, and help prevent drinking and driving by planning ahead.
• The campaign was developed by One Agency Inc. of Toronto, ON.