Heineken® - making responsible consumption aspirational
(Thomson Reuters ONE) -
Amsterdam, 12 December 2011 - HEINEKEN today 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®,
the world's most international premium beer brand, to deliver and reinforce this
important message.
This initiative is an integral part of the award winning 'Open Your World'
global campaign, which celebrates and encourages aspirational behaviours among
adult consumers. HEINEKEN has chosen to launch this programme in the festive
season to maximise the relevance, attention and impact of the message. Millions
of adult consumers across the globe will be the first to see this responsible
consumption initiative via Heineken®'s YouTube channel, Facebook fan page,
Heineken.com as well as broadcast.
Alexis Nasard, Chief Commercial Officer, HEINEKEN, said: "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 legendary hero demonstrates how
to celebrate the night to the fullest, including turning down a beer and
choosing a bottle of water instead.
Cyril Charzat, Senior Director, Global Heineken Brand, added: "In the film, our
'man of the world' brings to life the powerful idea that there are no limits,
when you know your limits. We want to show that enjoying Heineken® in moderation
can be an integral part of connecting and engaging with friends, meeting new
people and exploring new experiences."
This programme has been preceded and supported by a series of integrated
experiential and digital activities. Starting on November 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.
About the campaign:
In the film, Heineken®'s legendary hero takes advantage of all the party's
opportunities in a responsible manner, and ends his night by enjoying a
spectacular sunrise with the star DJ Audrey Napoleon.
Starting today, these sunrise images will now be showcased on the brand's
Facebook fan page and incorporated into a dynamic Facebook application, mapping
the consumer sunrise photos based on the location in which they were taken. Each
week, the best sunrise images will be showcased on the brand's Facebook fan page
wall. They will be re-tweeted from the (at)Heineken twitter account between
December 12 and January 2.
Quick Facts:
* The programme was developed by leading communication agencies Publicis
International and AKQA.
* Shot on location in London and directed by the talented Fredrik Bond.
*'The Sunrise' film stars one of the world's top international female DJ's,
Audrey Napoleon and features an exclusive new track called '#MYSUNRISE'.
-END -
Note to editors:
About Heineken®:
The Heineken brand bearing the founder's family name - Heineken - is available
in almost every country around the globe, and it is the world's most valuable
international premium beer brand. Additional information is available on
http://www.heineken.com and on http://www.theHEINEKENcompany.com/presscentre.
About Enjoy Heineken Responsibly:
Enjoy Heineken Responsibly is the global umbrella for all Heineken brand
responsibility activities. The integrated approach to responsible consumption
'Enjoy Heineken Responsibly' (EHR) was launched in 2004, and since then the EHR
logo has been included on bottles, cans, packaging and commercial communication
across all 189 markets where the Heineken brand is sold. The responsible
messaging is carried through the brand's sponsorships via advertising boards at
UEFA Champions League, all Heineken Cup and the recent Rugby World Cup rugby
match and via clear server training and responsible consumption policies at
associated events. In addition, the company has more than 35 partnerships with
third party organizations or institutions in markets around the world and a
series of similar responsible consumption activities and messaging on its other
major beer brands.
The Enjoy Heineken Responsibly section on the Heineken.com is translated is in
32 languages in 46 markets and provides practical information to consumers about
responsible consumption.
For more information, please visit http://www.enjoyheinekenresponsibly.com/
Press enquiries:
Marnie Kontovraki
Heineken Brand Consumer PR Officer
Tel: + 31 (0) 20 52 39 355
Marnie.Kontovraki(at)heineken.com
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Source: HEINEKEN International via Thomson Reuters ONE
[HUG#1570493]
Unternehmensinformation / Kurzprofil:
Datum: 12.12.2011 - 09:30 Uhr
Sprache: Deutsch
News-ID 95771
Anzahl Zeichen: 6468
contact information:
Town:
Amsterdam
Kategorie:
Business News
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"Heineken® - making responsible consumption aspirational"
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