What are effective or ineffective advertising strategies

Beverage marketing :
Diageo stops "ineffective" advertising and promotions

British beverage giant Diageo is terminating all advertising and promotional activities that are "ineffective in the current circumstances". This emerges from a current stock exchange release from the London company. However, the statement does not specify which measures are specifically meant in which countries.

"The extensive restrictions that were enacted in March by governments around the world, including the closure of bars and restaurants, have an immense effect on our business development," the company statement said. In view of the uncertainty about the severity and duration of the crisis as well as the effects on numerous markets, Diageo is currently unable to make a forecast about the further course of business this year.

In North America, the sale of spirits through bars and restaurants accounts for around 20 percent of national sales, in Europe an average of 50 percent, although the proportion differs greatly in the various European markets. The company also had to close its production facilities in India and Nigeria. The Diageo brand portfolio includes Johnnie Walker, Smirnoff, Baileys and Guinness.

As the group also reports, it donates alcohol to the production of eight million bottles of hand disinfectant for hospital employees. In addition, he has set up a fund to provide financial support to employees of bars and restaurants.