Drinkaware were looking to use their partnerships with pubs to deliver innovative digital solutions to reduce alcohol harm. This was a complex project, as it required us to develop a product that brought about behaviour change for users whilst also meeting Drinkaware’s core objectives and the needs of pub landlords.
To find the right product, we:
- Researched the pub environment and spoke with landlords to understand the challenges they face
- Worked with digital leads from leading drinks brands and breweries to gain strategic insight into the innovations they have delivered
- Reviewed Drinkaware’s evidence base to understand what the key triggers are to successfully reducing alcohol harm
- Researched the wider cultural and political trends around alcohol consumption
We designed an innovation workshop to utilise the insight from the research to help us collaboratively develop a solution. We then turned that into a lightweight concept that could be worked up.
Our solution focused on a need identified in research: to provide calorie information on drinks to people in pubs. This tied in with Drinkaware’s objective to empower users with an understanding of unit content. We developed a concept around NFC-enabled bar runners and beer mats which, at the tap of a phone, could deliver users relevant information.
A pilot project is being run in 50 pubs with clear ‘success’ criteria having been determined and an evaluation planned. Roll out is planned for spring/summer 2016.
“We commissioned MC2 to help us understand whether the changing pub and technology landscape, combined with Drinkaware’s own strong track record of delivering consumer advice around alcohol moderation, provided an opportunity for an effective on-trade partnership. The research delivered and subsequent recommendations helped us pinpoint a number of consumer engagement ideas that we are now successfully piloting in 50 pubs across 5 pub chains. As always Mc2 were inspiring, collaborative and a joy to work with.”
Ben Butler, Director of Digital and Marketing, Drinkaware
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