Heineken in virtual responsible drinking push

Heineken has launched an online and mobile phone responsible drinking campaign called Know The Signs – the first of its kind in the drinks market, according to the brand.

 The push aims to encourage responsible
drinking by poking fun at how people change when they’ve drunk too
much, with spoof film trailers mocking types such as “the
exhibitionist”, “the crier” and “the groper”.

Marketing manager Cor Honkoop said: “We
are committed to playing our part in helping to address alcohol
misuse and we want to encourage communication of the serious messages
about responsible drinking. Consumer research tells us that our
target audience is open to discuss the subject but wants to do so in
a way that is relevant and appropriate to them.

“Our digital approach facilitates
this and will allow a level of interaction and engagement vital to
getting the message across. The Heineken brand’s position as a
leading premium beer is strongly supported by our ‘quality over
quantity’ communication.”