If the BMA’s proposal to ban alcohol advertising and sponsorship is adopted an estimated £180m in media losses is anticipated through withdrawn investment. But what about the impact on brands? Would a ban signify the end for marketing alcohol brands or an opportunity to act smarter when it comes to driving brand saliency?

One brand offering inspiration is Okanagan Spring, whose new marketing strategy, created by TBWA Vancouver, revolves around sponsoring their drinkers’ real life gatherings, instead of the typical large corporate events. The full story is rather impressive, and yours to watch if you are over 18: http://www.sponsormespring.ca

From BBQs to stag nights, the ‘Sponsor Me Spring’ campaign goes back to the brand’s grassroots, driving consumer engagement as drinkers participate to gain sponsorship, and appear in the brand’s advertising campaign.

Sometimes it’s better to think small and Okanagan sales were up 30% as a result. Maybe the change in legislation will be a good thing, encouraging brands to work more innovatively and imaginatively in the way they engage with their consumers?