There was no low blood pressure for alcoholic expert Martijn Planken from Tilburg this week during his vacation in Hulst in Zeeland. He is stubborn about the promotion of boxes shots from StukTV at the Jumbo there. “Time to break,” he saw on a bright red box with drinks when he walked along the shelves with his son with his son. “I am sure that nothing in a supermarket happens to be in a certain place,” says Planken, who has been closely involved in various alcohol campaigns as a campaign leader.
The boxes with shots appear to be sold by media company StukTV, founded by Giel De Winter from Uden. Other fixed faces are Thomas van der Vlugt and Stefan Jurriens. They are best known for their YouTube channel with more than 2.5 million subscribers and especially younger viewers.
Weekly ritual
StukTV was founded in 2011. Since then, Giel, Thomas and Stefan have a weekly ritual. Every Friday at 11:11 am the three men toast with a shot Sambuca. ‘Club 11’ originated from that thought.
“Jumbo promotes a piece of self -destruction for young people for only 11 euros,” says Planken. “The alcoholic shots are offered with a price at pocket money level and with bright colors to the target group of StukTV that is usually a minor,” he continues.
“In addition, the boxes are also next to the sweets and there is a message on the boxes that literally calls for yourself and pushing boundaries. If I hear ‘going wrong’, I don’t think of a high -quality party. I think of demolishing yourself, going over the edge, ignoring boundaries where you lose control and the hangover, or worse, starts.”
“Jumbo, take your responsibility.”
And that is why the alcoholic expert has a strong recommendation for Jumbo. “Put alcohol in alcoholship. Just like tobacco is under lock and key, you will not find that through the store. Alcohol is a risky substance that can cause seven types of cancer,” planks knows. “So as a seller you have to handle that carefully. The whole family runs through the Jumbo so take responsibility.”
“Let’s also give the producer the credits: they are actually very honest. Because alcohol you actually break,” he emphasizes.
According to him, the color and text were not chosen by the men of StukTV. “I do believe in coincidence, but not in coincidence in a supermarket. Such a packaging naturally appeals to young people. It is fierce, cheap and funny. You don’t have to be a behavioral psychologist to understand what this encourages.”
“Let’s give young people a push binge-Drink (ed. Excessive drinking), but with a cheerful bow around it. They may mean something different, but it says. “According to boards, influencers who in particular appeal to young people should not be concerned with the sale of alcohol.
“It is a local store presentation of the product.”
A Jumbo spokesperson announced that the supermarket chain just before the start of carnival supplemented the alcoholic range with Club 11. “Shops were able to expand their assortment with this and present them in the store.” According to him, the way in which the drink is sold in the Jumbo in Hulst is not a national policy or presentation advice: “This is a local store presentation of the product.”
Sales rules Alcohol
In our country the rule applies that you cannot offer alcohol with a 25 percent or more discount. Furthermore, companies that produce and sell alcohol themselves keep an eye on the rules. “It’s easy to inspect your own meat,” says Planken.
Also, companies are not allowed to encourage excessive drinking and in advertisements they are not allowed to focus on young people.
According to the spokesperson, some stores still have some stock from club 11, “however, the product will soon be no longer available in our stores.” The supermarket chain is clear about the target group of the shots. This is the same as the ‘primary target group of StukTV (adults between 18 – 45 years old)’. When asked why Jumbo chose to place the shots next to the candy, the spokesperson does not provide any further explanation.
“When selling alcoholic beverages, Jumbo naturally focuses exclusively on adults and Jumbo uses the Logo Nix 18+. In the relevant store (image LinkedIn) the NIX 18+logo is clearly visible to the customer, both on the basket in which the product is located and on the communication that contains,” Jumbo indicates.
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Rack
I think this advertising can be done.