A new ‘Enjoy Heineken Responsibly’ campaign has been launched, unsurprisingly enough, by Heineken.
Entitled ‘Moderate Drinkers Wanted’, it is based on new global research into drinking attitudes of millennial consumers, which revealed that 75% of millennials say they now limit the amount of alcohol they drink.
The new campaign aims to add momentum to the global trend towards moderation and includes a new TV ad, experiential and digital activation, as well as paid and earned media support. The centrepiece of the campaign is a new TV commercial which is now live on YouTube and will be shown in cinemas from today (15th January), giving the message that moderate drinkers are more attractive.
The research also revealed that millennials prioritise taste (41%) and quality (32%) when choosing an alcoholic drink, further supporting the message that retailers should offer a range of premium beer and ciders for consumers to choose from.
David Lette, Heineken Brand Director, said; “Our campaign provides an opportunity for retailers to drive sales value by offering premium brands for consumers to trade up to, treating themselves to one or two more premium drinks, rather than purchase a higher volume of lower value drinks.”
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, this message is also delivered through the brand’s 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 eight billion bottles and cans in 2015.
