Magazine article Marketing

Marketing Mix: We'll Call You - Scottish & Newcastle

Magazine article Marketing

Marketing Mix: We'll Call You - Scottish & Newcastle

Article excerpt

We're rather fond of Strongbow - but maybe too fond. We rang its brewer to find out whether we're drinking too much

S&N Good afternoon, how can I help you?

Mktg I am just phoning to see whether there is a recommended amount of cider that young women can drink safely per week?

S&N Erm ... I don't understand the question.

Mktg Well, recently, a lot of people have been talking to me about women and binge drinking. I drink quite a lot of Strongbow, so I wanted to know whether you could tell me if there is a recommended amount that is safe to drink.

S&N Give me two seconds and I'll find out. (Put on hold.) Hi again. There is actually a website that you can check. The address is www.portman-group.org.uk and it has information about drinking responsibly and how many units you are allowed.

Mktg Oh, good, because it's confusing with different people telling me different things.

S&N How much do you drink?

Mktg I have at least a pint a night, sometimes two or three. At the weekends, I drink a bit more.

S&N Oh, right.

Mktg Does that sound like a lot?

S&N (Hesitates) I don't know.

Mktg It is difficult because a lot of my friends are men. They drink a lot more quickly and far more than I do, so I don't feel as if I'm drinking that much. …

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