Norway Alcohol Marketing Ice Cream Chapter

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Sales Promotion

Unfortunately, there is a total ban in Norway on the marketing of all alcoholic beverages containing more than 2.5 per cent alcohol by volume, a category into which this product presumably fits. This includes posters, neon, advertisements on restaurant fixtures, newspapers, television and radio (Osterberg & Karlsson, 1998, p.334).

There are some exceptions by which the product may be promoted. First it may be promoted via foreign publications. Whether this is cost effective, to produce an ad in Norwegian and then buy ad space in an English/Swedish/Danish publication is something for the company to determine -- and such an act would likely bring unwanted attention from the regulators. For Norwegian companies, they have the right to promote their brand name on non-alcoholic products, for example conventional ice cream, but the alcoholic product itself cannot be promoted. Beer ads in Norway, for example, are typically for the non-alcoholic beer that just happens to have the same name as the company's main, regular-strength brand. It may perhaps be possible, if there is a radio station in Sweden that reaches to Oslo, to advertise there, or to target a satellite television station that reaches into Norway, if that is in any way cost-effective.

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What is more likely is that any attempt to promote the product in Norwegian will result in the authorities refusing the product. The best case scenario is to also sell in Sweden or Denmark, and have the website bilingual with English. Norwegian internet users will at least be able to look up the product and receive information in English about it.

Because of the ban, alcohol producers in Norway literally were not to even provide basic product overviews, such as specifications. A new ruling in place as of November 1st overturned this, so at the very least the company will probably be able to set up a website and provide basic product specs, but it will still not be allowed to advertise.

2) The objective is any promotional activity is to create brand awareness. Whatever strategy is chosen -- a foreign publication, a simple product description on the website, or a non-alcoholic version of the product for which there is then heavy promotion - the company will need to adopt a market entry strategy. Anything that this company can do to get the name out there, without losing its license to sell alcohol in Norway, it will do,….....

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