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The 2002 Alcohol Monopoly Campaign 177

is expected to show the advantages with Systembolaget in practice—for exam-
ple, a wide product assortment and quality customer service. To maintain
Systembolaget, it is necessary to increase the understanding of the benefits of
the monopoly and to increase customer satisfaction. Therefore, both outside
and inside communication arenas are required.

TA R G ET AU D I E N C E S AN D OVE R A L L CAM PA I G N O B J E C TIVE S

The target audiences for the campaigns are Swedish citizens over the age of 18,
customers as well as noncustomers (those who are too young to buy alcohol at
Systembolaget and those who do not drink at all or others). The young should
like the idea of the alcohol monopoly, and the nondrinkers and others should
believe that the alcohol monopoly is better than a free alcohol market.
The overall goal for the alcohol monopoly campaigns is to show the advan-
tages with Systembolaget, thus arguing for its continued existence. Because
Systembolaget is owned by the government, it is not allowed to serve as an opin-
ion leader and to propagate for the alcohol monopoly. Instead, it focuses on
facts and the consequences of a free alcohol market, believing that given the full
picture, more Swedish citizens (including customers) will support the idea of an
alcohol monopoly. Systembolaget is continuously interested in measuring the
public attitude and has investigated this since 2001, as will be discussed later for
the individual campaigns. The attitude toward Systembolaget is also affected by
customers’ satisfaction, and this has been emphasized since 2001.

P O S I TI O NIN G STATEMEN T

Systembolaget wants the target audience to believe that the alcohol monopoly is
a better alternative than a free alcohol market. In addition to an increase in the
number of people feeling positive toward Systembolaget, there is a need to make
Systembolaget more customer oriented in order to ensure continuing and grow-
ing customer satisfaction.

TH E 2 00 2 A L COHOL MONOP OLY C A M PA IG N

Campaign Objectives and Audience Barriers
In 2002, the alcohol monopoly campaign objective was to increase the proportion
of those who are positive about Systembolaget from 49% to 54% in three years. It