Beverage News / Beer

Heineken launches new responsible drinking campaign

Heineken, Amsterdam, launched the latest phase in its global approach to encourage the responsible consumption of its brands. Organized under the theme “Sunrise belongs to moderate drinkers,” the campaign uses the Heineken brand to deliver and reinforce the message.

The initiative is part of the brand’s “Open Your World” global campaign, which celebrates and encourages aspirational behaviors among adult consumers, the company says. Heineken decided to launch the program during this holiday season to maximize the relevance, attention and impact of the message, it notes. Consumers will be able to access the responsible consumption initiative on Heineken’s YouTube channel, Facebook page, brand website and broadcast media.

“Heineken has both the opportunity and the responsibility to encourage moderate drinking,” said Alexis Nasard, chief commercial officer of Heineken, in a statement. “This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational. ‘Sunrise belongs to moderate drinkers’ is a natural next step in our long-term commitment to encouraging responsible consumption.”

The campaign will be executed through the use of various online and offline media channels with a strong emphasis on social media. It includes an 85-second film, “The Sunrise,” in which Heineken’s legendary hero demonstrates how to celebrate the night to the fullest, including turning down a beer and choosing a bottle of water instead.

The campaign was unveiled Nov. 28 through a teaser in London, Ho Chi Minh, Rio de Janeiro and San Francisco in which sofas featuring the social media hashtag #MySunrise were placed in locations that offered the best sunrise view. Consumers were encouraged to post photos of their best sunrise moments with the hashtag on the Heineken Facebook page. Each week, the best sunrise images will be showcased on the brand’s Facebook page wall and will be re-tweeted from Heineken’s Twitter account @Heineken.

In addition, Heineken’s United States subsidiary, Heineken USA, announced plans to keep residents in the company’s headquarter city, White Plains, N.Y., safe this New Year’s Eve through their annual “New Year. Safe Ride” program. Together with the Westchester County district attorney’s office and the city of White Plains, free and safe rides home will be available to Westchester County residents of legal drinking age who are celebrating New Year’s Eve in downtown White Plains.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI February 2015 cover

2015 February

The February 2015 Beverage Industry includes a cover story on Bai Brands, as well as articles about calorie moderation, sparkling and premium wines, and more. Check it out today!

Table Of Contents Subscribe

Wine Trends

Which trend will have the most positive impact on the wine category in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!