Pintereii
YoufllUR
New HEINEKEN Rules
on Digital Commercial
Communication ensure
compliance in digital
media, reinforcing our
commitment to limiting
young people's exposure
to alcohol marketing.
Heineken N.V. 17
Summary Sustainability Report 2012
I
S
I
Develop 'Enjoy Heineken
Responsibly' campaign to
include on-trade execution
On-premise visibility tools
available in all HEINEKEN
markets since January 2012
HORECA server
and retail programme
developed and tested
A responsible consumption
toolkit for events and brand
experiences completed
Develop and deliver
a workshop to 100% of
commerce/marketing
employees
Responsible Digital
Commercial Communication
module developed and
delivered to 83%
of relevant employees
Read more about our
responsible marketing
and consumption activity
in our online report.
Encouraging responsible
consumption through our brands
We are proud of our many international
premium, regional, local and speciality
beer and cider brands, and we look for
opportunities to talk to consumers
about enjoying them in moderation.
We aim to have a culturally appropriate
responsibility message on all our
brands by 2015. As of the end of 2012,
321 brands are sold in bottles and
271 have a responsibility message;
200 are sold in cans and 173 have
a responsibility message.
Heineken® is the world's most valuable,
premium international beer brand.
It makes sense, therefore, that we
use this brand to spearhead our
responsible consumption activity.
We do so via the 'Enjoy Heineken
Responsibly' (EHR) campaign. Since
it began in 2004, the initiative has
grown from a phrase on packaging
to a global integrated campaign.
This includes a dedicated website,
www.enjoyheinekenresponsibly.com,
in 34 languages in 89 countries,
advertising boarding at major
sponsorships, and a logo displayed
on commercial communication
and packaging.
The 'Sunrise' campaign, launched
during the festive season in December
2011marked a step change in the
way that responsibility advertising
is developed: the subject of the
commercial refuses a bottle of
Heineken® in favour of water; and the
tagline 'Sunrise belongs to moderate
drinkers' encourages aspirational
behaviour among adult consumers.
Responsible marketing
Our Rules on Responsible Commercial
Communication help everyone involved
in marketing and selling our products
to ensure we do not contribute to
excessive consumption or misuse.
Recognising the need for more detailed
guidance in the digital environment,
in lune 2012 we introduced new Rules
on Digital Commercial Communication.
These cover areas such as video use,
online privacy and security, with a
specific focus on age verification,
particularly in social media.
Our employees as ambassadors
All HEINEKEN companies worldwide
must implement Cool@Work, our
workplace alcohol information,
prevention and support programme.
For any employees who have any
problem dealing with alcohol,
Cool@Work is there to ensure that
they can access the help and support
they need.
In 2012, we launched We Love Beer,
our global employee ambassadorship
programme. Beer is our business and
this programme encourages all our
employees to be knowledgeable about
the craftsmanship and heritage of our
products and passionate about
sharing them in moderation.
For this and other case
studies relating to
Responsible Consumption,
see our online report.
