Heineken Launches ‘Moderate Drinkers Wanted’ Campaign
18 Jan 2016 --- Heineken has launched a new ‘Enjoy Heineken Responsibly’ campaign. 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 on the majority of their nights out.
The new campaign aims to add momentum to the global trend towards moderation and includes a new TVC, 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 Friday 15th January, giving the clear message that moderate drinkers are more attractive.
By tapping into the moderation trend, Heineken is further establishing its role as a premium choice of lager and driving category value by encouraging consumers to trade up and spend more, by enjoying fewer, more premium drinks on a night out.
The research also revealed that millennials prioritise taste (41%) and quality (32%) when choosing an alcoholic drink, further supporting the message that licensees and retailers should offer a range of premium beer and ciders for consumers to choose from.
David Lette, Heineken brand director says: “This research highlights that young adults are choosing to drink in moderation and to remain in control on a night out. With the prevalence of social media, these consumers are increasingly conscious of their ‘personal brand’ and do not want to be associated with behaviours likely to damage it.
“Therefore when they are with friends, enjoying a drink, quality over quantity is a natural choice. Our campaign provides an opportunity for both retailers and publicans 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 8 billion bottles and cans in 2015.
”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.
