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176 CHAPTER 8 ■ Establishing a Healthy Drinking Culture

customer orientation in order to continue and further customer satisfaction. A
change of people’s attitudes requires continuous campaigns over a long period
of time.
In this chapter, we focus on two alcohol monopoly campaigns, one from
2002 and another from 2007, in order to study the effects over time. The purpose
of all the campaigns has been to increase the number of Swedish people who un-
derstand and hence support the existence of Systembolaget. In total, 13 cam-
paigns have been carried out since 2002, each including one to five ads:
• 2002: one alcohol monopoly campaign.
• 2003: three alcohol monopoly campaigns.
• 2004: two alcohol monopoly campaigns.
• 2005: two alcohol monopoly campaigns.
• 2006: three alcohol monopoly campaigns.
• 2007: two alcohol monopoly campaigns.
The first campaign in 2002 represents a breakthrough in terms of commu-
nicating the benefits of the alcohol monopoly. It was carried out at a time when
Systembolaget was questioned in Sweden, as discussed earlier. Currently, the dis-
cussion in the EU is not focusing on the existence of the Swedish alcohol mo-
nopoly, but rather on alcohol politics involving health issues and costs related to
alcohol consumption. The second campaign in 2007 was developed with these
perspectives in mind, also referring to health implications if Systembolaget was
abolished and the alcohol market set free.
In addition to the campaigns, the F&B assignment included a remake of
Systembolaget’s store communication (store functionality and design) and
graphic profile (such as an updated logotype, a special font, and a graphic man-
ual for all printed material used within Systembolaget). Systembolaget’s com-
munication strategy distinguishes between inside and outside communication.
The “inside” represents the store and includes the physical area before, but not
beyond, the cashiers. It is the area where the customers are expected to make de-
cisions regarding purchases. The “inside” also includes the Web site, the cus-
tomer magazine, and the product catalog. The “outside” includes the area
beyond the cashier, the area the customers pass just before leaving the store. The
“outside” also includes advertisements such as in print media, outdoors, on the
radio, and at PR events. The intention with the distinction between “inside” and
“outside” is to separate different communication strategies. While the outside
targets the Swedish public (both customers and noncustomers), the inside
targets only customers. The outside is the focus of the alcohol monopoly
campaigns where the advantages of Systembolaget are emphasized by com-
municating the downside of a free alcohol market. The inside communication