a
2.5 million
43 markets
75,000
Given that HEINEKEN
is the world's most
international premium
beer brand, we have both
the opportunity and the
responsibility to make
moderate drinking
aspirational."
Alexis Nasard
llninnl
Chief Commercial Officer
Key figures
adult consumers saw the Sunrise
campaign launch in December 2011
relaunched the updated Enjoy
Heineken® Responsibly site
business cards promoted
Heineken's Alert Taxis during
the Rugby World Cup
As an industry leader we implement
a consistent, effective approach to
encouraging responsible attitudes to
alcohol and actively discourage abuse
or alcohol. By doing so, we play an
active role to support the reduction
of irresponsible drinking.
Enjoy Heineken® Responsibly
In 2011we continued to use
Heineken®, as the spearhead of
our brand-related responsibility
activity. HEINEKEN's'Enjoy
Heineken® Responsibly' (EHR)
campaign is a global initiative to
inform and educate consumers
about the safe and responsible
consumption of alcohol.
The EHR logo and website
www.enjoyheinekenresponsibly.com
is included on all Heineken®
packaging. The website contains
practical information, advice and
useful guidelines about enjoying
Heineken® responsibly. During 2011
the site was updated and re-launched
in 43 markets and translated into
26 languages.
We use major event sponsorships like
the UEFA Champions League and
Rugby World Cup to encourage the
enjoyment of beer in moderation.
Using our brands to encourage
responsible consumption
We look for opportunities to use our
many brands to talk to consumers
about enjoying our brands in
moderation. We aim to have a
culturally appropriate responsibility
message on all our brands by 2015.
'Sunrise': making responsible
consumption aspirational
As part of our commitment to
encourage responsible consumption,
we introduced a new commercial,
fully integrated within the 'Open
Sunrise belongs to
moderate drinkers
M I Read more about the campaign
and watch the commercial in our
online report.
Your World' global campaign. This
new approach, 'Sunrise belongs to
moderate drinkers', aims to make
moderate consumption aspirational.
Launched during the festive season
to maximise the relevance, attention
and impact of the message, the
campaign was seen by approximately
2.5 million adult consumers across
the globe via HEINEKEN's YouTube
channel, Facebook fan page and
Heineken.com.
Our employees as ambassadors
for responsible consumption
All HEINEKEN companies worldwide
must implement Cool@Work - our
workplace alcohol information,
prevention and support programme.
We implement targeted
communication and training using
tools and methods most appropriate
to local market needs.
At the Rugby World Cup in Auckland,
New Zealand, we actively promoted
responsible drinking in bars and on taxis.
Read more about our Responsible
Consumption activities in the online report.
Heineken N.V. Summary Sustainability Report 2011
15
