HEINEKEN, the premium international lager from the stables of Nigerian Breweries plc has once again launched its drink responsibly campaign. In 2011, the brand launched ‘Sunrise’, a campaign which brought to life the powerful idea that there are no limits, when you know your limits. It high lighted that by enjoying Heineken in moderation, Heineken’s ‘Man of the World’ has the opportunity to engage with friends, meet new people and explore new experiences.
This year, the addition of the global ‘Dance More, Drink Slow’ campaign now takes this message to a new level. It delivers a powerful responsible drinking message in a new, compelling way. It focuses on making moderate drinking an aspirational behavior when enjoying a night out, highlighting the importance of staying in control.
At the centre of the ‘Dance More, Drink Slow’ global campaign is a new Armin van Buuren track called “Save my Night”, which encourages and celebrates moderation during a night out. Available in 42 countries, fans can access the track viahttp://bit.ly/SaveMyNight_SP
In Nigeria, Heineken displayed this when in a series of nightclub activations aptly titled “Heineken Green Light”, 3 world renowned DJs kept consumers dancing all night in 3 separate night club events. The Heineken Green Light parties were aimed at introducing Heineken into premium night life in Nigeria starting with Lagos.
This new campaign builds on this long standing commitment to the ‘Enjoy Heineken Responsibly’ message which has been seen across the world since 2004 through Heineken’s sponsorships platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events. The messaging also appears on hundreds of millions of bottles and cans annually.
Alexis Nasard, Global Chief Marketing Officer and President of Western Europe at HEINEKEN, said; “As an industry leader, HEINEKEN wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers. We believe that we can be more effective in making positive behaviour aspirational by utilising our creativity and tackling the issue of abuse in an engaging and relevant way”.
Walter Drenth, Marketing Director for Nigerian Breweries, said; “For us in Nigeria, ‘Dance More, Drink Slow’ allows us to communicate in a language the club goer accepts better. The Heineken brand being the leader in the International premium segment must set the standards even when it comes to something as basic as “Responsible Drinking”. With the ‘Sunrise’ and ‘DMDS’ campaigns, consumers get a clear message that drinking in moderation is the better option.
DJ BennyD(Akon’s DJ) confirms “Nigerians do know how to party hard and I’m glad to have shared this experience with them”.
The Heineken Green Light parties as well as the outdoor campaigns spread all over the country support Heineken’s commitment to Enjoying Heineken Responsibly.