PARTNERING FOR
RESPONSIBILITY
IN THAILAND
PATROL BROADCAST AN
ANTI-DRINK AND DRIVE
COMMERCIAL DURING
HOLIDAY SEASON
WWW.HEINEKENINTERNATIONAL.COM/RESPONSIBLEBEERCONSUMPTION
Extend the Enjoy Heineken Responsibly campaign
We embedded the concept of responsibility in the
Heineken brand architecture. This means that in our
briefing for agencies, to create any new Heineken
commercial communication anywhere in the world,
responsibility has become an integral part of the
brand's identity.
In May 2008, we redesigned our 'Enjoy Heineken
Responsibly' logo. We pro-actively display this logo on
both our packaging and other means of communication
wherever the brand is sold.
We created the world's first international, digital, interactive
responsibility campaign 'Know the signs'. This has been
designed to raise consumers' awareness of unwanted
behaviour with regard to alcohol consumption. During the
launch, consumers' exposure to and interaction with the
campaign was higher than targeted. Initial results show that
the campaign has a positive effect on consumers' attitudes.
Visit the site at www.knowthesigns.com.
We expanded the reach and content of our Enjoy Heineken
Responsibly website. It is now available in 40 markets
and 26 languages. We promote the website through our
packaging, through commercial communication and
as part of other commercial messages.
The 'Enjoy Heineken Responsibly' message is now
integrated in the UEFA Champions League sponsorship.
We have converted the most viewed 33 per cent
of our total stadium advertising to carry the 'Enjoy
Responsibly' message. During the matches, we use part
of our broadcast rights to promote our 'Enjoy Responsibly'
message and have a range of merchandise that carries
the message.
Heineken's minority participation in Thailand, Thai Asia Pacific
Breweries (TAPB), has taken a uniquely pro-active approach to
encouraging responsible beer consumption, which has culminated
in innovative campaigns undertaken in Bangkok, in alliance with
government and industry organisations.
"We feel it's not enough to simply encourage responsible drinking in
our marketing campaigns," explains Prin Malakul, Corporate Affairs
Director at TAPB. "We're forming alliances with organisations that
do more to help manage the problems caused by irresponsible
drinking and this has led to exciting campaigns aimed at reducing
the associated dangers."
Among employees, an alcohol and road safety training was
organised and the marketing code of conduct was relaunched.
As part of this campaign, portable breathalysers were handed out
so that employees can check their own alcohol content. Another,
external, campaign was the joining of hands with Nonthaburi
Province and District police to build awareness of the 'Don't Drive
Drunk' foundation. To help raise awareness on alcohol and road
safety, TAPB developed leaflets and posters. It also teamed up
with the Federation of Alcohol Control Thailand (FACT), the local
Traffic Police and other beverage firms, to patrol the streets and
to hand out information leaflets to educate and raise awareness
amongst consumers in that area about the dangers of driving
under the influence.
The campaigns have put TAPB at centre stage in the fight against
irresponsible drinking and highlighted Fleineken's commitment in this
area. "We understand that with the sale of alcoholic products comes
a responsibility to work with other responsible parties minimise the
potential negative effects," says Prin. "Our programmes have been
a great success and we are now looking to expand them to other
regions in Thailand."
