Page 202 - Social Marketing for Public Health Global Trends and Success Stories

57977_CH08_final.qxd:Cheng 11/5/09 4:41 PM Page 175

Campaign Background, Purpose, and Strategy 175

distributed to 60,000 customers representing all stores. CSI has increased
slightly since 2003 (Systembolaget, 2007a). Competent personnel are expected
to contribute to customer satisfaction.
Historically, alcohol advertising has been prohibited in Sweden. Since 2003,
advertising for products below 15% alcohol by volume is allowed, but it is regu-
lated in the Swedish alcohol law; for example, warning texts regarding the dam-
age of alcohol must be visibly included (STS, 1994). Even though there is no
Swedish law forbidding Systembolaget to advertise its products, promoting alco-
hol would contradict its vision to establish a healthy drinking culture and its
2
mandate to avoid promoting additional sales and being brand-neutral. However,
distributors do advertise alcoholic products in Sweden.

C A M PA IG N B A CKG ROU N D, P U RP OSE, A N D STR ATEGY 3

Since 1995, when Sweden joined the EU, Systembolaget can no longer be taken
for granted. There has been pressure over time from the EU to eliminate aspects
of the national alcohol policy since the EU wants to encourage free trade be-
tween its member states. Although Systembolaget has no competitors in the
Swedish market, it faces competition from travelers’ import and online pur-
chases. There is also a black market for alcohol and home-distilled strong liquor,
even if it is an illegal activity in Sweden.
An alternative to Systembolaget is either a private licensing system or sales
in grocery stores. The debate about the alcohol monopoly’s continued existence
was rather heated around the turn of the millennium, both in the EU and
among politicians in Sweden. Systembolaget needed to reinforce its position in
order to stay on the market. A new strategic plan was, therefore, implemented in
2000 in order to maintain Systembolaget’s role in Swedish alcohol policy. The
aim was “to make Systembolaget into a modern retail organization, without
compromising the organization’s social responsibilities” (Systembolaget, 2001).
Forsman and Bodenfors (F&B), a well-known Swedish advertising agency,
was in 2002 given the assignment to help increase the public’s positive attitude
toward Systembolaget. It was argued that the alcohol monopoly can only survive
if it is supported by a majority of the Swedish population. Advertising cam-
paigns to reinforce Systembolaget’s position as an alcohol monopoly promoting
the benefits of the monopoly were developed, as well as strategies for increasing

2 The information is based on information from Forsman and Bodenfors (F&B), along with inter-
views at F&B.
3 The campaign material is based on internal information from Systembolaget and F&B, along
with interviews at F&B.