Amsterdam, 13th January 2016 - Heineken® has announced a new global integrated marketing campaign that champions responsible alcohol consumption. The 'Moderate Drinkers Wanted' campaign launches on January 13th and will be implemented globally throughout 2016. The campaign includes a new TVC, experiential and digital activation, plus paid and earned media support.
"Moderate Drinkers Wanted" is the third chapter in Heineken®'s ongoing commitment to making moderate drinking cool. 2011 saw 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.
This new campaign aims to add momentum to the global trend[1] towards moderation[2] and for the first time places women at its heart, empowering them to encourage men to moderate their drinking.
The campaign centrepiece is a new TV commercial, set to an iconic soundtrack https://youtu.be/5A4v3vyHWOU and with the clear message that women prefer men to be moderate drinkers. The commercial, filmed in Los Angeles, is the work of Publicis Italia and Emmy award-winning director Nicolai Fuglsig.
Gianluca Di Tondo, Senior Director Global Heineken® Brand at HEINEKEN, said; "69% of millennials cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night-out, clearly reflecting the influence of social media and the importance of image control. Moderation is becoming cool, but they need another push - from someone they care about. That is why the focus has now turned to women and the influence they have over our target consumer.
This female-centric approach is reflected not only in the creative execution of the TV commercial, but also in our media strategy. For example, the commercial will be seeded to women only on Facebook for the first week of our launch."
The new campaign builds on HEINEKEN's long standing commitment to use its flagship brand to convey the 'Enjoy Responsibly' message. In addition to investing 10% of the brand's media spend in dedicated responsible consumption campaigns, the message is also delivered through sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events around the world. The messaging also appeared on more than 8 billion bottles and cans in 2015.
-ENDS-
Editorial information:
For more information, please contact: David.Pugh@Heineken.com
About 'Enjoy Heineken Responsibly':
'Moderate Drinkers Wanted' is part of 'Enjoy Heineken® Responsibly (EHR),' our global brand-led approach to promote responsible consumption, first launched in 2004. Whilst the Enjoy Heineken® Responsibly is the flagship of our commitments, we are of course promoting responsible consumption throughout our brand portfolio. As an industry leader, we believe we should lead by example, playing an active role in promoting responsible and moderate consumption of alcohol.
HEINEKEN employees are ambassadors for our responsible consumption agenda and, around the world, many markets have developed tailored activations to spread the message locally. We also work in partnership with many stakeholders to encourage responsible attitudes and to understand and address alcohol misuse.
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 81,000 people and operate more than 160 breweries in 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam.
Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programs: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.
About Nicolai Fuglsig:
A graduate of the Danish School of Journalism, Nicolai Fuglsig came to directing after an acclaimed career as a photojournalist. It was while on assignment as a photographer in the Kosovo war, that Nicolai picked up directing as he recorded footage that eventually became the acclaimed 15-minute documentary, "Return of the Exiled". The film aired on Danish National Television and was screened in Danish Cinemas. In 2007, Nicolai won the DGA award for Outstanding Directorial Achievement in Commercials. In 2013, Nicolai won the Emmy Award for Outstanding Commercial Achievement. Again in 2014, Nicolai won the DGA award for Outstanding Directorial Achievement in Commercials. Today, in addition to his commercial career, Nicolai has a number of high concept movie projects in various stages of production, backed by major studios and independent financiers.
