CALGARY- A bold advertising campaign by the Alberta government is causing confusion and controversy.
Billboard and radio ads promoting a ‘three pack of responsibly beer’ have recently begun circulating. It appears to be a legitimate new brand of alcohol, but is actually the Alberta Liquor and Gaming Commission’s way of encouraging responsible drinking.
Marketing experts say it’s a mixed message.
“What are the objectives of this particular organization that is about the regulation and legislation of liquor and gambling which is addictive behavior? And now they’re stepping into the fray of responsible drinking, responsible gambling…I’m not sure that’s a fit,” says Debi Andrus, marketing expert at the University of Calgary.
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However, the AGLC stands behind the ads, saying it’s money well spent. It adds that young people are already drinking, and this is a way to counteract that behavior by encouraging people to cut back their consumption.
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