Backus receives the Golden Effie for the movement “Súmate, solo+18” (Translation)
31 May 2012
- The award highlights Backus' initiative promoting responsible drinking and not selling alcohol to underage people, with its campaign "Súmate, sólo+18."
Lima, May 25th, 2012 - Backus was awarded with the Golden Effie in the category of non-commercial purposes, for the movement "Súmate, solo+18: Promoviendo la venta responsible." The goal of this campaign is to raise awareness about the importance of not selling alcohol to underage people and the consumption of alcohol by underage people, getting them to commit to taking an active role in preventing this.
The idea that drove this movement was concern about the failure of complying with laws about the commercialisation of alcohol, so Backus took the leadership, raising awareness through a creative campaign with opinion leaders, athletes, artists and authorities with the same concerns.
In the ceremony, Mr. Felipe Cantuarias, Vice president of Planning and Corporate Matters of Backus, received the award together with the agencies McCann Erickson, Arena Media and Lattitud, who worked in this campaign. During his appreciation speech, Cantuarias declared: "This award is in recognition of the whole society that has committed to not selling alcohol to underage people and the consumption of alcohol by underage people. We take the leadership to develop this campaign, and all together we are achieving it: citizens, authorities, institutions and we are very happy about it."
This presentation is carried out once a year, with the goal of highlighting, encouraging and awarding the marketing and publicity strategies that show the most effectiveness in reaching their goals.
Union of Peruvian Breweries and Johnston is the industry leader in Peru, with five decentralised production plants in Lima, Arequipa, Cusco, Motupe and Pucallpa. It has a portfolio of national and international brands well-segmented that want to satisfy consumers in more than 142,000 selling points throughout the country. During 2011, Backus registered net sales of S/. 3,005.5 million, contributed to the Treasury with S/. 2,224 million and gave direct jobs to more than 7000 people and indirect jobs to more than 220,000 people.
Backus works with a focus in sustainable development, with the goal of generating shared value with the people that are part of its value chain and the communities in which it operates. That is why all its initiatives and projects want to generate social inclusion and strategic alliances to favour the efforts and achieve a greater impact in economic, social and environmental terms for the society as a whole.
For more information, contact:
Comunicaciones Externas Backus - 3113000
LLORENTE & CUENCA
222-9491 Anexo 208
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on [25/05/2012].