In line with its ‘Enjoy Heineken Responsibly’ (EHR) initiative to promote responsible consumption , Heineken® launched a new worldwide marketing campaign titled ‘Moderate Drinkers Wanted’ which espouses the responsible consumption of alcohol.
A study commissioned by Heineken® found that the majority of Singaporean millennials drink moderately to ‘look after’ their friends and avoid portraying a poor image of themselves and being shamed on social media. It proves that moderation is a choice made by an image-conscious generation that wants to stay in control and shape their own reputation!
The campaign is the third of its kind by Heineken®. In 2011, ‘Sunrise’ was launched to instill the message that there are no limits when you know yours. This was followed up by 2014’s ‘Dance More, Drink Slow’ which saw Heineken entering a partnership with world-renowned DJ Armin Van Buuren.
As part of the campaign, lucky consumers who posted photos of themselves with the hashtags #ModerateDrinkersWanted and #HeinekenSG or who were spotted drinking in moderation won free rides home from Heineken®.