WHITE PLAINS, N.Y., Jan. 13, 2016 /PRNewswire/ -- Today, Heineken® launched an integrated global marketing campaign "Moderate Drinkers Wanted," that champions responsible alcohol consumption.
Rooted in research that shows responsible drinking is becoming the preferred means of enjoyment for those 21+, Heineken® is using the campaign to encourage men to drink responsibly during their nights out by showcasing how potential partners may find those who practice responsible behavior more approachable. Click here to view the new Heineken® TV spot:https://youtu.be/5A4v3vyHWOU
Data for the campaign was collected by Canvas8, who polled 5,000 21-35 year-old premium beer drinkers in five countries1. The key findings revealed the following:
"A Moderation Movement"
The new campaign builds on Heineken®'s long-standing commitment to use its flagship brand to convey the "Enjoy Responsibly" message. "Moderate Drinkers Wanted" is the third chapter in Heineken®'s ongoing commitment to highlighting responsible consumption as the best way to make the most of your celebrations. The commitment kicked off in 2011 with the launch of 'Sunrise,' a campaign which brought to life the powerful idea that there are no limits when you know your limits. The second instalment launched in 2014, 'Dance More, Drink Slow,' was built around a pioneering partnership with world famous DJ, Armin Van Buuren.
In addition to investing 10% of its media spend in dedicated responsible consumption campaigns, the Brand delivers its responsibility message through its sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events around the world. The message was also featured on more than 8 billion bottles and cans in 2015.