LCBO AND KIA CANADA ENCOURAGE ONTARIANS TO “SPEAK UP AND WIN” THIS HOLIDAY
Deflate the Elephant, LCBO’s social responsibility education program, is promoting responsible hosting and entertaining this holiday season by launching a new TV commercial, online advertising campaign and a “Speak Up and Win” contest with Kia Canada.
The new TV commercial airs on major Ontario networks throughout December, including New Year’s and encourages people to speak up to help prevent drinking and driving. Online ads will also promote responsible entertaining on popular websites and Facebook.
New this year, LCBO is partnering with Kia Canada to promote the idea of planning ahead and celebrating designated drivers by launching the “Speak Up and Win” contest, where Ontarians could have the chance to win the use of a new 2014 Kia Rondo for one year. The contest runs until January 4, 2014. Enter at www.facebook.com/deflatetheelephant.
Visit www.deflatetheelephant.com for responsible hosting tips and ideas, more than 50 alcohol-free Mocktail recipes and the Home Bartending Challenge to learn proper pours. A new feature called “The Podium” invites visitors to share their ideas on responsible entertaining and build a community around the issue of preventing impaired driving.
Customers will also be greeted by various display elements in LCBO stores asking them to help prevent drinking and driving by speaking up and encourage them to enter the “Speak Up and Win” contest.
LCBO’s year-round Check 25 program is a core responsible
retailing program that helps prevent sales to minors by checking the ID
of anyone who looks under 25. Materials now in our stores feature the
tagline “25 or younger? Have your I.D. ready” to build
further awareness among customers of our policy and to help ensure that
alcohol is not sold to minors.
In Ontario, it’s illegal to consume alcohol before the age of 19. It’s
also illegal for anyone to supply alcohol to minors.
LCBO’s poster Responsibility
Starts Here reminds would-be purchasers that when staff have
reasonable grounds to believe someone is buying for a minor, the Liquor
Licence Act gives them the right and responsibility to refuse the sale.
PRODUCT QUALITY &
LCBO LAUNCHES NEW SWEETNESS DESCRIPTORS
LCBO recently launched a new “sweetness descriptors” program providing
useful tasting information to help customers when purchasing red and
white table wines. This program – a first for LCBO – consists of two
elements. The first is a new, science-based descriptor system that
reflects how dry or sweet a wine tastes. There are five sweetness
descriptors: Extra Dry (XD), Dry (D), Medium (M), Medium-Sweet (MS) and
Sweet (S). The second element is a listing of the actual sugar content
as grams of sugar per litre. Both of these elements are displayed on
redesigned bin tags on store shelves and in-store signs to help guide
LCBO LAUNCHES GIVING BACK IN OUR COMMUNITY HOLIDAY FUNDRAISING CAMPAIGN
Starting December 1, the public can help support LCBO’s Giving Back In Our Community in-store prompted and donation box fundraising campaign by making a donation at all LCBO stores throughout Ontario. LCBO customer service representatives will also invite customers to add a $2, $5, or $10 donation to their purchase until January 4, 2014.
These donations benefit Ontario’s four children’s hospitals and MADD Canada.
The children’s hospitals provide critical, specialized care to Ontario children and use the funds to purchase medical equipment in addition to supporting alcohol education, research and injury prevention programs.
MADD Canada uses the funds to produce and distribute its School Assembly Program where a compelling film is screened for 1,050 Ontario schools at no cost. More than half a million students are encouraged to make responsible choices and not drink and drive.
RECORD TOTAL RAISED FOR
UNITED WAY CENTRAIDE
Thanks to the generous donations of our customers in July and October
plus the funds raised by our employees, LCBO raised a new record of
$2.84 million for local United Way Centraide branches across Ontario in