Heineken has launched the latest phase in its global approach to encourage the responsible consumption of its brands. The new theme, titled “Sunrise belongs to moderate drinkers” continues to use Heineken, the world’s most international premium beer brand, to deliver and reinforce this important message.
This initiative is a part of the award winning “Open Your World” global campaign, which celebrates and encourages aspirational behaviors among adult consumers. Heineken has chosen to launch the program during the holiday season to maximize relevance, attention and impact of the message. Millions of adult consumers across the globe will be the first to see this responsible consumption initiative via Heineken’s YouTube channel, Facebook fan page, Heineken.com, as well as broadcast.
“Heineken has both the opportunity and the responsibility to encourage moderate drinking,” said Alexis Nasard, Chief Commercial Officer for Heineken. “This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational. ‘Sunrise belongs to moderate drinkers’ is a natural next step in our long term commitment to encouraging responsible consumption.”
“Sunrise belongs to moderate drinkers” will be executed through the use of various online and offline media channels, with strong emphasis on social media. In the 85 second film “The Sunrise,” Heineken’s legendary hero demonstrates how to celebrate the night to the fullest, including turning down a beer for a bottle of water instead.
“In the film, our ‘man of the world’ brings to life the powerful idea that there are no limits, when you know your limits,” said Cyril Charzat, Senior Director, Global Heineken Brand. “We want to show that enjoying Heineken in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences.”
The program is being supported by a series of experiential and digital activities. Starting on November 28, the campaign was unveiled through a teaser in four cities across the globe: London, Ho Chi Minh, Rio de Janiero and San Francisco. Sofas featuring the hashtag #MYSUNRISE were strategically placed in locations that offered the best sunrise view. Consumers were encouraged to post photos of their best sunrise moments, tagging them #MYSUNRISE and then sending them to the Heineken Facebook page.
In the film, Heineken’s hero takes advantage of party opportunities in a responsible manner, and ends his night by enjoying a spectacular sunrise with the star DJ Audrey Napoleon.
The sunrise images will be showcased on the brand’s Facebook fan page and incorporated into a dynamic Facebook application, mapping the consumer sunrise photos based on the location in which they were taken. Each week, the best sunrise images will be showcased on the brand’s Facebook fan page wall. They will be re-tweeted from the @Heineken twitter account between December 12 and January 2.
