To promote Fosters brand name in Enterprise Inn establishments throughout Devon by:

1. Promoting Responsible Drinking
2. Promoting Enterprise Inns
3. Promoting the Fosters brand name.
4. Increasing sales of Fosters.
5. Increasing awareness of the Company Web Sites.
6. Providing comprehensive data sources by collecting email addresses and analysing feed back forms.
7. Placing the Companies in the forefront of promoting safe drinking enhancing the company image.

1. DVD's promoting the evening at least 7 days prior to the date were supplied to the premises maximising the client base, advertising the evening both by direct impact and by word of mouth..
2. Associated agencies including the local press, TV and police were informed via already in force networks.
3. A quantity of mixed size promotional lids, with the associated brand logos, web details were made available for the events.
4. At each event two Swanky models, were provided. They targeted the clientele; passed out the lids and conversed with as many persons as possible, offering prescribed information and gathering email addresses.
5. A professional photographer recorded the event.
6. Interviews were given to the press and TV.
7. The customers were told that the promotion photographs could be viewed on the web and that they would be contacted via email with a short questionnaire.

During this campaign website hits increased to 2,800 per day. This Responsible Retailing drive proved highly successful in public houses. The lowest draught sales increase was £650.00 on the night and the highest was £1300 with an average increase in sales of £975.

The success of SOS Lids volume product advertising potential provided an excellent route to promote Enterprise Inns & Scottish & Newcastle brand names.