Making an impression Recognition of alcohol brands by primary ...

Making an impressionAlcohol Concern Cymru BriefingDue to the age of the required sample, it wasdecided to request the assistance of primaryschools across Wales. The most appropriatemethodology for the research process wasdeemed to be a teacher-supervised selfcompletionapproach using paper basedquestionnaires. The schools approached werechosen to ensure a good mix by pupil numbers,Welsh and English medium, location – bothgeographically and in terms of a rural or urbancatchment area – and whether they were stateor privately funded.By the end of the fieldwork phase, a totalof 401 pupils had participated in the study,from 23 schools from across Wales. Basedon a population size of approximately 78,000children aged 10 and 11 in Wales, the finalsample size gives a margin of error of plusor minus 5%, meaning we can be sufficientlyconfident that the results are representative of10 and 11 year old primary school children inWales.The key findings• Over three fifths (62%) correctly identified thebrand name ‘Magners’ as an alcohol brand.Further analysis revealed that awareness washigher amongst those children who said theyhad tried alcohol “a few times” with accurateassociation of the brand name rising to 77%amongst this group. Recall of the brand wasalso significantly higher amongst boys (71%)compared with girls (55%). Awareness wassignificantly higher in south Wales (69%) andwest Wales (67%) than north Wales (56%).This, coupled with the higher recall amongstboys, may suggest that Magners rugbysponsorship has helped embed the brandamongst this young audience.• Nearly four fifths of pupils (79%) were awareCarlsberg is an alcoholic drink. This washigher than recognition of Ben and Jerry’sice cream (74%) and Mr Kipling cakes (41%)as types of food. Greater awareness of theCarlsberg brand was displayed by thosepupils who watched television later into theevening, with recall rising to 89% amongstchildren viewing television up to 9.30pmat night. This contrasts with 74% recallfor Carlsberg amongst those who ceasedwatching television by 6.30pm.• The Fosters and Stella Artois logos wererecognised as being for alcoholic drinks bya large majority of the children consulted(95%). Recognition of the Fosters logo wasslightly higher amongst children who claimedto have tried alcohol (96%) compared withthose who had not (91%). Similar resultswere recorded for Stella Artois (99%versus 93% respectively). Recognition forthe Fosters logo was also slightly higheramongst children who said they watchedtelevision after the 9pm watershed (97%)compared to those who stopped watchingTV by 9pm (93%). Significantly more girls(98%) recognised the Stella logo than boys(93%).• Four fifths of children (80%) correctlyidentified the WKD logo as being for analcoholic drink. This figure rose to 86% for11 year olds. Awareness of the brand wassignificantly higher amongst those childrenwho had tried alcohol (84%) versus thosewho had not consumed alcohol (73%).Similarly, those pupils who said they hadtried alcohol on a few or lots of occasionsdemonstrated a greater awareness of theBacardi brand (76%) than those who hadnever tried alcohol (70%).2