LCBO's New Take on the Drinking and Driving Conversation

TORONTO, Dec. 10, 2014 /CNW/ - Whether celebrating the holidays with a quiet dinner party or a glitzy formal affair, LCBO is encouraging hosts and guests alike to visit the brand new Deflate the Elephant website – featuring an inspired rebranding of alcohol-free Mocktails to the "0% Cocktail", and a sophisticated new approach to responsible entertaining.

The revamped www.deflatetheelephant.com is a one-stop source featuring profiles of passionate hosts from across Ontario who have mastered the art of entertaining. Through rich photo and video content, visitors to the site will get to know a diverse cross-section of hosts like Toronto restaurateur Patrick McMurray and holistic nutritionist and cookbook author Joy McCarthy. Additional hosts will be added to the website throughout the year.

The new website redefines the 'generous and responsible host', while reinforcing practical tips to prevent drinking and driving. It features inspiring food and alcohol-free drink pairings, recipes and content that encourage a thoughtful approach to entertaining.

With a general trend toward less-sugary, more refreshing alcohol-free cocktails, Deflate the Elephant is changing the conversation by saying goodbye to the term Mocktail and hello to "0% Cocktail". The "0% Cocktail" is designed to be versatile and mature, and to pair well with food.

A 15-second TV commercial on major Ontario networks and integrated advertising on popular websites will air throughout December, including New Year's, to encourage people to plan ahead and entertain responsibly. LCBO will also promote the "Speak up. Save a life." message to its customers in its 646-store network.  

We invite you to join the conversation with our social communities on:

• Facebook: www.facebook/Deflatetheelephant
• Twitter: @SpeakUp_LCBO and #SpeakUpLCBO

For more information on the campaign, visit www.deflatetheelephant.com. For other LCBO social responsibility programs, visit http://www.lcbo.com/content/lcbo/en/responsibility.html#.VHvWl1Ztdo4

NOTE: Images available upon request.

Quote:

"The revamp of the Deflate the Elephant website and the rebranding of the term "0% Cocktail" is about taking the drinking and driving conversation to the next level and weaving it seamlessly into every aspect of entertaining," says LCBO President & CEO Bob Peter. "Since entertaining is all about finding a balance between hospitality and responsibility, we're offering people practical and inspiring ways to be both a responsible and generous host, not just at holiday but all year-long."

BACKGROUNDER: LCBO'S DEFLATE THE ELEPHANT CAMPAIGN

• 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.

SOURCE: LCBO

MEDIA CONTACTS: Heather MacGregor, LCBO Media Relations Co-ordinator, Tel.: [phone]; Cell: 416 587-3729; E-mail: [email protected]; Stephanie Petroff, LCBO Senior Communications Consultant, Tel.: [phone]; E-mail: [email protected]