Beverage Industry

Heineken launches new global responsibility campaign

‘Dance More, Drink Slow’ movement involves Dutch DJ Armin van Buuren

January 6, 2014

Heineken USA Inc., a White Plains, N.Y.-based subsidiary of Heineken International BV, launched a new global responsibility campaign designed to make moderate alcohol consumption aspirational. In partnership with famous Dutch DJ Armin van Buuren, the “Dance More, Drink Slow” campaign continues Heineken’s belief that consumers always should be ready to maximize what the night brings, it says.

The campaign kicks off with “The Experiment,” a film featuring van Buuren and directed by Philip Andelman, who has worked with music artists Beyoncé, Rihanna, Jay-Z, John Mayer and Lenny Kravitz. “The Experiment” showcases a social experiment with ordinary “club goers” and focuses on two separate nights out in the same Miami club. The only difference is the DJ. In the video, “The Experiment” demonstrates that when people take the focus off drinking, they will actually dance more and have a better night. The video also features a new track from van Buuren called “Save My Night.”
 


“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,” van Buuren said in a statement. “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 behavioral 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 bolstered by a refreshed “Sunrise” TV spot, which first aired in 2011, bringing to life the powerful idea that there are no limits when you know your limits, the company explains. The commercial showcases that by enjoying Heineken in moderation, the Heineken drinker has the opportunity to engage with friends, meet new people, and have a longer, more memorable night. “Dance More, Drink Slow” now takes this message to a new level.
 


“As an industry leader, Heineken wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers,” said Alexis Nasard, global chief marketing officer and president of Western Europe at Heineken, in a statement. “We believe that we can be more effective in making positive behavior aspirational by utilizing our creativity and tackling the issue of abuse in an engaging and relevant way.”

Gianluca Di Tondo, senior director of the global Heineken brand, added: “For us, ‘Dance More, Drink Slow’ is an opportunity to create a moderation movement — a fresh look at how we approach the single most difficult issue that affects our industry today. Collaborating with Armin van Buuren — another iconic Dutch brand — to create ‘Save My Night’ sends a clear message to consumers that they can enjoy themselves, while also remaining in control.”

Launching in more than 20 countries globally, “Dance More, Drink Slow” builds on the company’s commitment to the “Enjoy Heineken Responsibly” message, which has been seen across the world since 2004 through Heineken’s sponsorship platforms, the company says. The messaging also appears on hundreds of millions of bottles and cans annually, it notes.