Johannesburg, 12 June 2017: Heineken® has officially launched its responsible consumption campaign, Enjoy Heineken Responsibly (EHR), in an effort to make moderate consumption of alcohol more aspirational. In doing this while using its flagship brand Heineken®, HEINEKEN South Africa hopes to galvanise consumers towards responsible behaviour change when it comes to drinking and driving by committing at least 20% of Heineken®’s annual media budget spend to the campaign. EHR will be rolled out across multiple traditional and non-traditional platforms including television, print and digital platforms throughout 2017.
The Enjoy Heineken Responsibly campaign features various elements including ‘When You Drive, Never Drink’, a TV commercial that has aired on TV on 1 June 2017, featuring road safety pioneer and F1® legend, Sir Jackie Stewart, creatively communicating a powerful anti-drinking and driving message where consumers are left with no doubt – when you drive, you never drink. The latest instalment to HEINEKEN’s long term commitment to encouraging responsible drinking, the commercial reinforces the company’s view that when you’re behind the wheel, abstinence is the only option.
The Enjoy Heineken Responsibly campaign is not just a once-off but rather the pilot of a long term commitment. Ruud van den Eijnden, HEINEKEN MD, said; “Our new campaigns are designed to address a new and innovative take on our responsible consumption platform. This will be expanded through digital activations, PR initiatives and activations.”
He added; “HEINEKEN has a long history of encouraging responsible consumption, and HEINEKEN South Africa is no different in its approach. We take this role very seriously as we understand alcohol abuse is a complex societal issue. There is unfortunately no one-size-fits-all solution or approach. Tackling this problem requires a concerted effort from multiple players including governments, NGOs, consumer groups, police forces, legislators, retailers, hotel, bar and restaurant owners and community groups. Our goal at HEINEKEN SA is to do our part against alcohol abuse and make moderation ‘cool’. We want our brands to form a central part in our moderation message: stay in control of your actions and enjoy your experiences.”
Click to view the advert – https://www.youtube.com/watch?v=tV6gygNPetU
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 ‘Enjoy Heineken Responsibly’:
‘Enjoy Heineken® Responsibly (EHR),’ is 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 Formula 1
Formula 1®, which began in 1950, is the world’s most prestigious motor racing competition and is the world’s most popular annual sporting series. In 2015 it was watched by 400 million unique television viewers from over 200 territories. The 2016 FIA Formula One World Championship™ runs from March to November and spans 21 races in 21 countries across five continents. Formula One World Championship Limited is part of the Formula One Group, founded by CEO Bernie Ecclestone, and holds the exclusive commercial rights to the FIA Formula One World Championship™. For more information on Formula 1® visit www.formula1.com.
About Sir Jackie Stewart
Born in 1939, Sir Jackie was involved with cars from an early age. Leaving school at 15, (his dyslexia undiagnosed until much later), he found his personal voice in sport; first as an Olympic-class shot, then in motor racing. Sir Jackie’s motor racing career took off internationally in 1965 when, at Monza, he scored the first of his 27 Grand Prix Championship victories. During his career, he was crowned three-time World Champion and achieved a total of 27 victories, out of 99 races. In 1988 he formed, with his son Paul, Paul Stewart Racing; subsequently, in 1996, forming Stewart Grand Prix which was sold to the Ford Motor Company in 1999. Sir Jackie was awarded the OBE in 1972 and was knighted in 2001. He was awarded an Honorary Professorship from the University of Stirling and received eight Honorary Doctorates from US and Scottish and English Universities. He has received honours from His Majesty the King of Jordan and His Majesty the King of Bahrain.