![]() Heineken® is using the F1® global platform to deliver a targeted campaign to drive positive change – building on its long-standing commitment to use the flagship brand to convey this responsibility message. Central to the partnership is a clearly articulated and compelling responsibility message: ‘When You Drive, Never Drink’. In 2016, Heineken® and Formula 1® (F1®) announced a new global partnership. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. 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. shares trade on the Euronext in Amsterdam. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. Through "Brewing a Better World", sustainability is embedded in the business. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. It is the leading developer and marketer of premium beer and cider brands. HEINEKEN is the world's most international brewer. Markets: Brazil, China, India, Italy, Mexico, South Africa, Netherlands, United Kingdom, United States and Vietnam. 1,000 drivers aged 25-54 in 10 markets (10,000 total) who consume alcohol at least once a month. Every year, the company directs 10% of media spend to promoting responsible drinking across all operating companies selling Heineken®, with a special focus on When You Drive, Never Drink.ġ. HEINEKEN is committed to responsible consumption and uses the power of the global Heineken® brand to make moderate drinking cool. Heineken® will continue to communicate a powerful When You Drive, Never Drink message to a global audience through F1 circuit branding, TV, digital activations, live fan experiences and events, dedicated PR initiatives and packaging/point-of-sale activations. ![]() The film can be viewed on TV, online and across social media and is available in different formats. The campaign includes a 30, 60 and 95 second film, supporting digital and social assets and will be launched in multiple countries around the world. The latest campaign conveys a really powerful message that, regardless of whether you’re a professional driver or not, abstinence behind the wheel is the only option.” Nico Rosberg, Heineken®’s When You Drive Never Drink ambassador said “Heineken® has devoted part of its F1® partnership to conveying a clear and compelling responsibility message that I myself share – one that leaves consumers in no doubt – when you drive, you never drink. ![]() These insights have given us the opportunity to better target our marketing to make real impact by developing a new communications campaign which focusses on the root causes of drink driving.” Our global research discovered that, while people don’t set out to drink and drive, often when we’re at the point of decision making, our good intentions falter in the face of temptation. Gianluca Di Tondo, Senior Global Brand Director Heineken® said “For our When You Drive, Never Drink campaign to have impact, we first needed to delve into the deep-rooted causes of drink-driving. The research also showed that the prominence of alcohol-free options, including Heineken® 0.0, made a positive impact on drink driving behaviour. This shows that overconfidence in driving ability after consuming alcohol is a key cause of drink driving. The insight for the campaign was drawn from Heineken®’s global research on drink driving triggers. Through a relatable story of familial rivalry where the pair compete with each other in activities such as tennis and fishing, the TV commercial highlights that no matter how confident a driver you are, the best driver is always the one that doesn’t drink and drive. Heineken® has launched a new When You Drive, Never Drink responsible consumption campaign featuring father and son duo, and former Formula 1 World Champions, Keke and Nico Rosberg.
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