This week, Heineken has launched a new ‘Enjoy Heineken Responsibly’ campaign to convey the message that moderate drinkers are more attractive.
Entitled ‘Moderate Drinkers Wanted’, the campaign is based on new global research into drinking attitudes of millennial consumers, which revealed that 75% of millennials say they now limit the amount of alcohol they drink on the majority of their nights out.
The centerpiece of the campaign is a new TV advert, now live on YouTube, which will show in cinemas from January 15, giving the clear message that moderate drinkers are more attractive.
The ad will be supported with experiential and digital activation and media support.
By tapping into the moderation trend, Heineken aims to further establish its role as a premium choice of lager and encourage consumers to trade up and spend more, by enjoying fewer, more premium drinks on a night out.
The research also revealed that millennials prioritise taste (41%) and quality (32%) when choosing an alcoholic drink, further supporting the message that licensees and retailers should offer a range of premium beer and ciders for consumers to choose from.
Heineken brand director David Lette said: “This research highlights that young adults are choosing to drink in moderation and to remain in control on a night out. With the prevalence of social media, these consumers are increasingly conscious of their ‘personal brand’ and do not want to be associated with behaviours likely to damage it.
”Therefore when they are with friends, enjoying a drink, quality over quantity is a natural choice. Our campaign provides an opportunity for both retailers and publicans to drive sales value by offering premium brands for consumers to trade up to, treating themselves to one or two more premium drinks, rather than purchase a higher volume of lower value drinks.”
Moderate Drinkers Wanted” is the third chapter in Heineken’s ongoing commitment to making moderate drinking cool.