In collaboration with other leaders in the drinks industry we have committed to action to reduce the harmful use of alcohol in five key areas: underage drinking, marketing codes of practice, consumer information and product innovation, drink-driving and retailer support. We will measure and publicly report our progress on these commitments.

 

Working towards 2015 to partnership and reduce alcohol related harm in all majority owned companies.

On all of our packaging and merchandise we promote our “Enjoy Heineken Responsible” to all of our consumers

We aim to have a measurable partnership that addresses alcohol abuse in every market in scope.

 

Today, we have partnerships in 33 markets and work closely with them to find new, innovative ways of encouraging responsible consumption and reducing the harmful causes of alcohol.

 

We also collaborate with governments on don’t drink and drive campaigns.

 

Promotion held on one of the biggest sport platforms, Rugby, we saw this as a
perfect approach to promoting out products responsible side. This was a risky
approach because our brand is all about beer and attacking it from this angle
was putting all the cards on the table.

 

This was a great way to promote moderate drinking on such a huge scale.

Water was sold instead of beer, Green “TRY” paddles were given away and
said drink water.

 

Red “Penalty” paddles were given out and said over consumption

This was done to bring the spirit of supporting your team responsibly.

 

Heineken sponsors lots of events on the Caribbean island of St. Lucia, Where the heat means that it’s even more important for people to rehydrate regularly.

 

We’ve introduced the idea of water breaks, during which only water is distributed.

 

During all Heineken sponsored events, there is at least one 15-minute break when water is provided free of charge at the bars. The bottles of water, donated by water companies, have proved very popular. This helps communicate the message of using water to keep you hydrated and slow your drinking rate.

In Korea we encourage people not to drink and drive. In 2010,
a new campaign targeted newly licensed drivers collecting their
licences from Seoul Kangnam, the biggest police station in the
country.

 

The new drivers were encouraged to apply for the limousine
service by signing a pledge never to drink and drive. If they did
this, they recieved a ‘Green Driver’s Licence’ and the chance of
a limousine ride from their end-of-year celebration

“The Odyssey,” celebrating the premise that every man is legendary at something. For the first time in its history, the premium beer brand has cast men with “unique skills”

 

The ad follows the main character’s adventures aboard a cruise ship as he uses his wit, charm and skills to impress his fellow passengers. From going low in a limbo contest, to diving expertly into a swimming pool, to dancing the perfect conga, the men get a stage in the spot to perform their skills, proving that every man has the ability to become legendary.

The spot features 20 men found through an open casting call where they demonstrated a skill that makes them legendary in their own right.

 

“We believe that many Heineken drinkers have at least one legendary talent waiting to surface, and this latest chapter of our Legends campaign is a celebration of their legendary behaviors,” said Colin Westcott-Pitt, VP Marketing, Heineken.