The company’s Dance More, Drink Slow campaign delivers the responsible drinking message by focusing on making moderate drinking an aspiration when enjoying a night out, highlighting the importance of staying in control.
At the centre of the Dance More, Drink Slow campaign is the Sunrise TV ad which brings to life the idea that there are no limits, when you know your limits.
By enjoying Heineken in moderation the lead character in the ad has the opportunity to engage with friends, meet new people and explore new experiences.
A series of “integrated experiential activities” will accompany the campaign targeting young adults during their nights out, states Heineken which has linked up with Dutch DJ Armin Van Buuren for the initiative which is being rolled out in around 20 countries. The initiative also includes a track recorded by van Buuren entitled ‘Save My Night’ which “encourages and celebrates moderation during a night out”.
Alexis Nasard, Heineken’s Global Chief Marketing Officer & Western European President, said, "Heineken wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers.
“We believe that we can be more effective in making positive behaviour aspirational by utilising our creativity and tackling the issue of abuse in an engaging and relevant way.”
The campaign builds on the brewer’s ‘Enjoy Heineken Responsibly’ message, which started in 2004 through Heineken’s sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events and which also features on bottles and cans of the company’s flagship lager.
In tandem with this, a film, The Experiment, helps show how a DJ can influence the speed at which consumers drink in a club.
Communications Brand Manager at Heineken Ireland Conor McIntyre, commented, “For us, Dance More, Drink Slow is an opportunity to create a moderation movement – a fresh look at how we approach our responsibility messaging.”