The AlkoKutt campaign has launched a brand new nation-wide campaign about sports and alcohol. Sports has become an important arena for the drinks industry. In this arena they can build their brands and broaden their markets.
Sports are about play, fun, safety, community, friends and social networks.
But sports have their dark sides, and some of these are tied to alcohol. Therefore, the Norwegian Sports Association and the Olympic Committee have strict laws and guide lines regulating the relationship between sports and alcohol. Children and young people are important target groups. They represent the market of tomorrow. Creating brand allegiance among children and young people can be an investment that will give a return for decades.