Heineken(R) Unveils New "When You Drive, Never Drink" Campaign Featuring Two Formula 1 World Champions


2020/2/26 17:05

Heineken(R) Unveils New "When You Drive, Never Drink" Campaign Featuring Two Formula 1 World Champions


AMSTERDAM, February 26, 2020 /PRNewswire=KYODO JBN/ --

Heineken(R) has launched a new When You Drive, Never Drink responsible consumption

campaign featuring father and son duo, and former Formula 1 World Champions, Keke

and Nico Rosberg.

Through a relatable story of familial rivalry where the pair compete with each other

in activities such as tennis and fishing, the TV commercial highlights that no matter

how confident a driver you are, the best driver is always the one that doesn't drink

and drive. Watch the new commercial here:


The insight for the campaign was drawn from Heineken®'s global research on

drink driving triggers.[1] This shows that overconfidence in driving ability after

consuming alcohol is a key cause of drink driving. The research also showed

that the prominence of alcohol-free options, including Heineken(R) 0.0, made

a positive impact on drink driving behaviour.

Gianluca Di Tondo, Senior Global Brand Director Heineken(R) said; "For our When

You Drive, Never Drink campaign to have impact, we first needed to delve into

the deep-rooted causes of drink-driving. Our global research discovered that,

while people don't set out to drink and drive, often when we're at the point of

decision making, our good intentions falter in the face of temptation. These

insights have given us the opportunity to better target our marketing to make

real impact by developing a new communications campaign which focusses on the

root causes of drink driving."

Nico Rosberg, Heineken(R)'s When You Drive Never Drink ambassador said:

"Heineken(R) has devoted part of its F1(R) partnership to conveying a clear and

compelling responsibility message that I myself share – one that leaves consumers

in no doubt – when you drive, you never drink. The latest campaign conveys a really

powerful message that, regardless of whether you're a professional driver or not,

abstinence behind the wheel is the only option."

The campaign includes a 30, 60 and 95 second film, supporting digital and

social assets and will be launched in multiple countries around the world.

The film can be viewed on TV, online and across social media and is available in

different formats. Heineken(R) will continue to communicate a powerful When You

Drive, Never Drink message to a global audience through F1 circuit branding,

TV, digital activations, live fan experiences and events, dedicated PR initiatives

and packaging/point-of-sale activations.

HEINEKEN is committed to responsible consumption and uses the power of the

global Heineken(R) brand to make moderate drinking cool. Every year, the company

directs 10% of media spend to promoting responsible drinking across all operating

companies selling Heineken®, with a special focus on When You Drive, Never Drink.

[1] 1,000 drivers aged 25-54 in 10 markets (10,000 total) who consume alcohol

at least once a month. Markets: Brazil, China, India, Italy, Mexico, South

Africa, Netherlands, United Kingdom, United States and Vietnam.

Video: https://www.youtube.com/watch?v=iN3pKkuYqtM

Photo: https://mma.prnewswire.com/media/1095256/Nico_and_Keke_Rosberg.jpg  

Photo: https://mma.prnewswire.com/media/1095257/Heineken_TV_commercial.jpg  

Photo: https://mma.prnewswire.com/media/1095258/When_You_Drive_Never_Drink.jpg

Source: Heineken