- Heineken®'s new campaign tackles the issue of responsible
drinking with the help of global F1® superstar, Max Verstappen, highlighting that when it comes
to selecting a designated driver on a night out, 'The Best Driver'
to choose is always the one that hasn't had a drink – unless that
drink is Heineken® 0.0
- The creative campaign was inspired by research which
demonstrated that designated drivers were often selected based on
arbitrary reasons rather than the most relevant reason - that they
had not drunk alcohol
- Since first partnering with F1® in 2016, Heineken® has been
committed to leading real change around attitudes towards drink
driving, promoting 'When You Drive Never Drink'
AMSTERDAM, July 24, 2023 /PRNewswire/ -- Heineken®, global
partner of F1®, today unveiled their latest global 'When You Drive,
Never Drink' creative campaign, entitled 'The Best Driver'. The
campaign features the current F1® world champion and Heineken® 0.0
ambassador, Max Verstappen, who brings his star power to help
promote responsible drinking to new and relevant audiences.
In the new campaign, the Oracle Red Bull Racing driver is
portrayed socialising with friends and repeatedly being chosen to
take on the role of designated driver, due to him being 'The Best
Driver'. The hero film cleverly emphasises that while some of the
best drivers are from the world of F1® the decision should instead
only be based on who hasn't had a drink… unless of course
the drink is a Heineken® 0.0.
The creative took inspiration from new research highlighting
some of the arbitrary reasons for selecting a designated driver;
including driving experience, enjoyment, or simply the person who
volunteers[1]. Through this new campaign
Heineken® aims to highlight that when it comes to getting a ride
home after a night out the only person chosen to get behind the
wheel should be the one that hasn't had alcohol.
Max Verstappen
said: "As an F1® driver, making the right choices both
on and off the track is vitally important for success. When
driving, having that clarity and single-mindedness, particularly
when it comes to safety, is crucial. On top of working on an
upcoming, exciting new gaming initiative with Heineken® called
Player 0.0, I'm proud as a Heineken® 0.0 ambassador to help
advocate responsible drinking to motorsport fans all over the
world. The campaign was great fun to shoot and I hope everyone not
only enjoys the film, but also takes away the important message
behind it."
Bram Westenbrink, Global Head
of Heineken® Brand said: "When You Drive Never Drink is a
message we are very passionate about, and continues to be at the
forefront of our long standing partnership with F1®.
As the racing season begins to heat up over the summer months, we
are excited to launch the latest phase of this campaign which we
first kicked off in 2016. As we enjoy the incredible action on
track, it's important to remember that when it comes to choosing a
designated driver when out with friends – 'The Best Driver' is
always the one that hasn't been drinking."
The new campaign, ideated and created by creative agency Le Pub,
directed by Bradley & Pablo and produced by PRETTYBIRD,
launched in the Netherlands today
through social media and digital out-of-home platforms. The hero
film and supporting digital assets will also be launching across
online, social and digital OOH, with the campaign rolling out
globally across the rest of 2023.
Bruno Bertelli, Global CEO
LePub, Global CCO Publicis Worldwide, CCO Publicis Groupe
Italy, said: "Heineken® continues
to be a pivotal player when it comes to responsible consumption. In
its own witty way, the brand has always been culturally aware and
sensitive towards global issues and younger generations. "When You
Drive Never Drink" is in fact a long-standing project and
consistent brand pillar that Heineken® can boast
and champion. Drinking and driving pose significant risks and
consequences, and who better than one of the most globally renowned
drivers to convey this key message? Max
Verstappen has been thus enlisted, becoming the most
prominent promoter of safe rides. This approach treats in a
creative way the brand's commitment towards building an impressive
platform that exemplifies brand equity and impact at
scale."
Since entering the world of motorsport in 2016, Heineken® has
been committed to real change around attitudes towards drink
driving, continuing to innovate through their marketing campaigns
with F1®. The brand consistently drives the message in a
light-hearted way through their global 'When You Drive, Never
Drink' campaigns, with new creative launched every season. On top
of this, Heineken® has committed to investing 10%+ of all media
budgets to support responsible consumption programmes.
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the
leading developer and marketer of premium beer and cider brands.
Led by the Heineken® brand, the Group has a portfolio of more than
300 international, regional, local and specialty beers and ciders.
We are committed to innovation, long-term brand investment,
disciplined sales execution and focused cost management. Through
"Brewing a Better World", sustainability is embedded in the
business.
HEINEKEN has a well-balanced geographic footprint with leadership
positions in both developed and developing markets. We employ over
85,000 employees and operate breweries, malteries, cider plants and
other production facilities in more than 70 countries. Heineken
N.V. and Heineken Holding N.V.
shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may
be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS
and HEIO.AS. HEINEKEN has two sponsored level 1 American
Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY)
and Heineken Holding N.V. (OTCQX:
HKHHY).
Most recent information is available on HEINEKEN's website:
www.theHEINEKENcompany.com and follow us on Twitter via
@HEINEKENCorp.
To view the campaign video feature Max
Verstappen, click here
[1] LePub D&C Lab, 2023
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