Heineken plans experiential for responsible drinking campaign

Heineken's Moderate Drinkers Wanted falls in line with its Enjoy Heineken Responsibly campaign
Heineken's Moderate Drinkers Wanted falls in line with its Enjoy Heineken Responsibly campaign

Drinks brand Heineken has launched a new campaign as part of its Enjoy Heineken Responsibly initiative, entitled Moderate Drinkers Wanted.

The brewer has confirmed that experiential will form part of the campaign, which aims to make drinking in moderation cool. Experiential will be supported by digital activation and a new TV commercial.

The latter is currently live on YouTube and will be shown in cinemas from tomorrow (15 January).

Heineken stated it is investing 10% of its media spend into responsible drinking campaigns. The brand will also be delivering this message through its sponsorship of the Uefa Champions League, Rugby World Cup and various global music events.

David Lette, Heineken brand director, said: "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."

More from Heineken: Brand Slam: Carlsberg vs. Heineken

Global in pictures: Heineken takes selfie from space in 007 homage

Heineken signs three-year contract with Van Gogh Museum

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