HEINEKEN encourages responsible drinking; launches global campaign
National, January 2014: Heineken®– as part of its latest global EHR (Enjoy Heineken Responsibly) campaign “Dance More, Drink Slow” is encouraging the concept of responsible consumption of beer among adult consumers. The global campaign delivers a powerful responsible drinking message in a new, compelling way. It focuses on making moderate drinking an aspirational behaviour when enjoying a night out, highlighting the importance of staying in control.
To inspire a drinking in moderation ‘movement’ the brand has teamed up with world famous DJ, Armin Van Buuren. The DJ has released a new track in the name of ‘Save My Night’ to support Heineken’s campaign ‘Dance More, Drink Slow’. The lyrics of the track are “The music saves my soul. The beat saves my life. Tonight, the DJ saves my night”.
The track is communicated to young adults aimed to trigger the right mind-set during a night out and to make drinking in moderation cool. Available in 42 countries, fans can access the track on iTunes https://itunes.apple.com/us/album/save-my-night-single/id774923274 and the official video on https://www.youtube.com/watch?v=DVHoVXzthY0.
In 2011, the company launched ‘Sunrise’, a campaign which brought to life the powerful idea that there are no limits, when you know your limits. It highlighted that by enjoying Heineken in moderation, Heineken’s ‘Man of the World’ has the opportunity to engage with friends, meet new people and explore new experiences. ‘Dance More, Drink Slow’ now takes this message to a new level.
The new campaign builds on this long standing commitment to the ‘Enjoy Heineken Responsibly’ message which has been seen across the world since 2004 through Heineken’s sponsorships platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events. The messaging also appears on hundreds of millions of bottles and cans annually.
Commenting on the initiative, Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Limited said; “As an industry leader, HEINEKEN wants to contribute to the positive role of beer in society, by making moderation drinking aspirational for consumers. We believe that we can be more effective in encouraging positive behaviour by utilising our creativity and communicating the message of responsible drinking in an engaging and relevant way”.
The ‘Dance More, Drink Slow’ campaign will also be brought to life through “The Experiment”, a film featuring Armin van Buuren. The social experiment focuses on two separate night out in the same club with the only difference being the DJ. The film demonstrates the influence a DJ has on consumers to change their behaviour to dance more and consequently drink slow. “The Experiment” assesses the exciting possibilities that naturally occur on a night out when drinking responsibly and is available here: http://youtu.be/WRup4Xk7uKE
Says DJ Armin van Buuren, “When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost.
The reason I have partnered with Heineken on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behaviour change. Drinking responsibly is an important issue and being able to use music, specifically the “Save my Night” track, to innovatively deliver that message directly to fans on the dance floor is unique.”
The campaign is rolled out in more than 20 countries and will be supported by a series of integrated experiential activities targeting young adults during their nights out.
Fans can connect with DJ Armin van Buurenon Twitter by using #DJSaveMyNight
HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder’s family name – Heineken® – is available in almost every country on the globe and is the world’s most valuable international premium beer brand. The Company’s aim is to be a leading brewer in each of the markets in which it operates and to have the world’s most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 165 breweries. HEINEKEN is Europe’s largest brewer and the world’s third largest by volume. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders.These include Heineken®, Amstel, Anchor, Biere Larue, Bintang, BirraMoretti, Cruzcampo, Desperados, Dos Equis, Foster’s, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. Our leading joint venture brands include Cristal and Kingfisher.
Most recent information is available on HEINEKEN’s website: www.theheinekencompany.com
About DJ Armin van Buuren:
Armin van Buuren, currently holding the #2 position in the DJ Mag Top 100, has been named number one in the prestigious popularity poll a historic five times, as the first DJ in the history of the DJ Magazine. One of the biggest successes in his 15 years of dj’ing and producing is the popular A State of Trance radio show, listened to by more than 20 million people in over 60 countries each week. His A State of Trance and Armin Only world tours attract people from all across the globe, and Armin looks back upon the release of 5 critically acclaimed artist album, of which ‘Intense’ is his latest.