Heineken launched Dance More, Drink Slow, a campaign against binge drinking, in the UK in January 2013 with the aim of making people more aware of what they are consuming.
While results are still being assessed, it is modelled on a global effort and video, Sunrise belongs to moderate drinkers.
In four weeks almost 3 million consumers engaged with the campaign, conversations about responsible drinking went up by 20% and the video was shared more than 21,000 times.
The campaign video shows a clubber drinking water and refusing beer through the night and later emerging at sunrise into the city streets with DJ Audrey Napoleon. Napoleon was also the official brand ambassador. Heineken projected the video in Times Square at New Year 2012 and later Napoleon performed at a New York club.
Research showed Heineken owned 74% of the global social media buzz on moderate drinking, while overall the campaign was viewed as credible and effective. People's awareness of their own alcohol consumption increased by 20% according to MetrixLab results, published in January 2012.
The broadcast campaign delivers a responsible drinking message by making moderation aspirational, highlighting the importance of staying in control when enjoying a night out.
The company believes that encouraging moderate drinking reinforces the brand's position as a premium beer that promotes quality over quantity. It works in partnership with the government through the Public Health Responsibility Deal and with charities like Addaction to address misuse and tackle anti-social behaviour.
It is also the leading supporter of independent education charity, Drinkaware, providing funding and in-kind support to help improve education and raise awareness. The company has also discontinued its high strength ciders, White Lightning and Strongbow Black, on social responsibility grounds.
Jackie Wills is part of the wordworks network
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