Heineken strengthens responsible drinking push

Heineken is launching a global digital campaign to promote responsible drinking. It will form part of the drinks company’s ongoing “Enjoy Heineken Responsibly” programme.

The “Know the signs” campaign, which launches today (November 14), has been created by Red Brick Road and will use the internet and mobile phone technology.

Melinda Eskell, Heineken brand communication manager, says: “We are committed to playing our part in helping to address alcohol misuse and we want to encourage communication of the serious messages about responsible drinking.

“Consumer research tells us that our target audience is open to discuss the subject but wants to do so in a way that is relevant and appropriate to them. Our digital approach will allow a level of interaction and engagement vital to getting the message across.”

In 2003 Heineken claims it was the first brewer to introduce a responsibility message on every can and bottle linked to an educational website outlining the impact of irresponsible consumption. This website is now customised for 40 markets and translated into 22 languages around the world.

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