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HEINEKEN® LAUNCH NEW GLOBAL 'WHEN YOU DRIVE, NEVER DRINK' CREATIVE CAMPAIGN, 'THE BEST DRIVER', FEATURING F1® WORLD CHAMPION AND HEINEKEN® 0.0 AMBASSADOR, MAX VERSTAPPEN
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 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 . 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.
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.
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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.
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
LePub D&C Lab, 2023
Photo - https://mma.prnewswire.com/media/2159751/Heineken_1.jpg
Photo - https://mma.prnewswire.com/media/2159752/Heineken_2.jpg
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