Heineken recently 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 to deliver and reinforce the message.
This initiative is part of the award-winning "Open Your World" global campaign, which celebrates and encourages aspirational behaviors among adult consumers. Heineken is launching the program during the holiday season to maximize the relevance, attention and impact of the message. The initiative will be posted on Heineken's YouTube channel, Facebook fan page and Heineken.com, as well as broadcast.
Alexis Nasard, Heineken's chief commercial officer, says, “Heineken has both the opportunity and the responsibility to encourage moderate drinking. 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 hero demonstrates how to celebrate the night to the fullest, including turning down a beer and choosing a bottle of water instead.
The program has been preceded and supported by a series of integrated experiential and digital activities. Starting on Nov. 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.