Heineken has launched a new ‘Enjoy Heineken® Responsibly’ campaign. Entitled ‘Moderate Drinkers Wanted’ the campaign is based on new global research into drinking attitudes of millennial consumer, it revealed that 75% of millennials say they now limit the amount of alcohol they drink on the majority of their nights out. The new marketing initiative 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 centerpiece of the campaign is the new TV commercial which gives the clear message that moderate drinkers are more attractive. The research also revealed that millennials prioritize 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 behaviors 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.”
Moderate Drinkers Wanted by Heineken
