Heineken® promotes responsible consumption in its new campaign

While using its flagship brand, Heineken®, Heineken® South Africa hopes to galvanise consumers towards responsible behaviour change when it comes to drinking and driving by committing at least 20% of Heineken®’s annual media budget spend to the campaign.

'Enjoy Heineken Responsibly' will be rolled out across multiple traditional and non-traditional platforms including television, print, and digital platforms throughout the year.

The Enjoy Heineken Responsibly campaign features various elements, including When You Drive, Never Drink, a TV commercial that was aired on Thursday, 1 June, featuring road safety pioneer and F1® driver, Sir Jackie Stewart, communicating an anti-drinking and driving message where consumers are left with no doubt – when you drive, you never drink.

The latest instalment to Heineken®’s long-term commitment to encouraging responsible drinking, the commercial reinforces the company’s view that when you’re behind the wheel, abstinence is the only option.

The 'Enjoy Heineken Responsibly' campaign is not just a one-off, but rather the pilot of a long term commitment. Ruud van den Eijnden, Heineken® MD, says, “Our new campaigns are designed to address a new and innovative take on our responsible consumption platform. This will be expanded through digital activations, PR initiatives, and activations.”

He adds, “Heineken® has a long history of encouraging responsible consumption, and Heineken® South Africa is no different in its approach. We take this role very seriously, as we understand alcohol abuse is a complex societal issue. There is, unfortunately, no one-size-fits-all solution or approach. Tackling this problem requires a concerted effort from multiple players, including governments, NGOs, consumer groups, police forces, legislators, retailers, hotel, bar, and restaurant owners and community groups. Our goal at Heineken® South Africa is to do our part against alcohol abuse and make moderation ‘cool’. We want our brands to form a central part of our moderation message; stay in control of your actions, and enjoy your experiences.”

For more information, visit www.heineken.com. Alternatively, connect with them on Facebook, Twitter or on Instagram.