As part of its latest global 'Enjoy Heineken Responsibly' campaign, global brewer Heineken has launched 'Dance More, Drink Slow' campaign, encouraging the concept of responsible consumption of beer among adult consumers.
The global campaign focuses on making moderate drinking an aspirational behaviour when enjoying a night out, highlighting the importance of staying in control.
In 2011, the company launched 'Sunrise', a campaign that brought to life the idea that there are no limits, when you know your limits. It highlighted that by enjoying alcohol in moderation, one could engage with friends, meet new people and explore new experiences. The new campaign now takes this message to a new level, and the message also appears on hundreds of millions of bottles and cans annually.
Commenting on the initiative, Samar Singh Sheikhawat, Senior Vice President Marketing of United Breweries Ltd, said more could be achieved by using creativity and communicating the message of responsible drinking in an engaging and relevant way.
The campaign has been rolled out in more than 20 countries and would be supported by a series of integrated experiential activities targeting young adults during their nights out.