TRÄNA ELLER DRICKA? : Analys av Systembolagets förhållning till att inte locka till köp av alkohol i kampanjfilmen "Exercsising & Drinking"

Sammanfattning: ‘A society where alcohol can be enjoyed with care for one’s health so that no one takes damage’ is the vision of Sweden’s alcohol monopoly Systembolaget. In its foundation Systembolaget aims to always inform citizens of the risks associated with alcohol consumption through various ways of marketing, without ever encouraging its recipients to buy alcohol. Since Systembolaget is a monopoly there is no other way to turn, which makes it paramount that they do not abuse their position of power to break their vows of engaging in this social marketing.This paper aims to explore how well Systembolaget keeps to not overlapping regular marketing with its own societal engagement, through a semiotic analysis of one of their campaign films called “Exercising & Drinking”– also with two interviews of people related to the making of this film.Regarding the results it seems as if they have failed to keep their promise of informing the involved risks of alcohol consumption in this particular film. Here they have also failed in their pursuit of not encouraging the consumption of alcohol, though not directly– They portrayed social gatherings of happy people consuming alcoholic beverages in various locations such as pubs, restaurants, parties, clubs and at home. This is a dubious crossing of their foundation, though a crossing nonetheless.The implications of this paper can be summed up as Systembolaget having failed in their social marketing, meaning that if they’ve done it once they could most certainly have done it again, which makes it important that future campaigns be scrutinized for further mistakes. For companies in a position of power as immense as Systembolaget, continued scrutiny so that no boundaries are overstepped is of major importance