New elements have been added to the Heineken campaign

By: Trademagazin Date: 2022. 12. 07. 10:51

A new perspective has been added to the Heineken 0.0 When You Drive Never Drink campaign, drawing attention to the fact that whatever form of transport we choose, we must make a responsible decision. Whether we get behind the wheel, get on a bike, or cross the city on an electric scooter after a toast, the right decision is to do it all with a clear head. This is how the Riding Is Still Driving campaign message was born. A Formula 1 and a W Series driver, as well as domestic content producers, joined the initiative to raise awareness: whatever you drive, you still drive.

Heineken is committed to encouraging its consumers to enjoy in moderation, and it does so year after year with memorable advertisements and campaigns. This year, in response to the evolution of transport culture, the beer brand shifted its focus from driving cars to electric vehicles, bicycles and scooters. The message is relevant even at the end of dry November: responsibility requires 100% attention, so there is only room for 0.0% alcohol next to it.

In the commercials also running in Hungary, in the 2022 season, McLaren Formula 1 driver Daniel Ricciardo chooses the alcohol-free alternative, then rolls on an electric scooter, while Naomi Schiff, a W Series car racing electric bike, rolls home after drinking beer. In addition to the international actors, Heineken brought in domestic influencers, Anna Kőnig represented the roller skaters by toasting with a Heineken 0.0, Zozó Kempf with his bicycle feats, Gergő Szirmai with his skateboarding tricks illustrated that not only sobriety is necessary for transportation, but also sports require full concentration.