Alibi marketing? Surrogate marketing? Brand sharing? What is the correct terminology to discuss marketing for alcohol‐free and low‐alcohol products which share branding with regular strength alcohol products?
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| Title: | Alibi marketing? Surrogate marketing? Brand sharing? What is the correct terminology to discuss marketing for alcohol‐free and low‐alcohol products which share branding with regular strength alcohol products? |
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| Authors: | Critchlow, Nathan (AUTHOR), Holmes, John (AUTHOR), Fitzgerald, Niamh (AUTHOR) |
| Source: | Addiction. Jan2025, Vol. 120 Issue 1, p4-6. 3p. |
| Subjects: | Medical protocols, Policy sciences, Alcoholic beverages, Consumer attitudes, Marketing, Advertising, Public health, Health promotion |
| Geographic Terms: | United Kingdom |
| Abstract: | The article discusses the important distinction between and policy implications of alibi marketing and surrogate marketing of alcohol-free and low-alcohol products. Topics covered include the absence of the core brand name in alibi marketing, and the suggested labeling of core-branded alcohol-free and low-alcohol products as surrogate marketing or brand sharing with the regular-strength brands. Also noted is the possible marketing co-existence of these two alcohol product types. |
| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | The article discusses the important distinction between and policy implications of alibi marketing and surrogate marketing of alcohol-free and low-alcohol products. Topics covered include the absence of the core brand name in alibi marketing, and the suggested labeling of core-branded alcohol-free and low-alcohol products as surrogate marketing or brand sharing with the regular-strength brands. Also noted is the possible marketing co-existence of these two alcohol product types. |
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| ISSN: | 09652140 |
| DOI: | 10.1111/add.16504 |
