Young people, alcohol packaging and digital media

Researchers at the University of Stirling in Scotland studied how alcohol brands use social networking sites (SNS) and packaging in marketing, and how users respond. They found that new pack technologies are emerging that enable consumers to directly access online content and in particular SNS pages or websites for specific alcohol brands. These examples and the positive response they received provide a clear illustration of how such technologies have the potential to not only enhance product packaging as an advertising platform, but also to reposition it as a new channel for generating branded user-led content on social media. An article about the research is published in Alcohol Insight.
Click here for the article (237 kB).

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