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Advocating responsible consumption
Make responsible /B\
consumption cool xX/
WHEN YOU DRIVE NEVER~DRiNK
O O Qs
Introduction Report of the Executive Board Report of the Supervisory Board
2020 commitment
Invest 10% of Heineken® media budget to support
responsible consumption programmes in every
market where we sell and advertise Heineken®
Our progress
On track
Our contribution to the SDGs:
3.5 Strengthen the prevention of
substance abuse
n GOOD HAITI
We believe alcohol, when consumed in moderation,
can be part of a well balanced lifestyle. That is
why we are committed to advocating responsible
consumption and supporting efforts to decrease
harmful consumption.
In 2019, 63 markets in scope8 (95%) invested at
least 10% of media spend in dedicated responsible
consumption campaigns (2018: 69 markets,
2017: 32).
Our Formula 1™ sponsorship provides a powerful
global platform for responsible messaging and we
continued to push our "No Compromises" campaign
around the world.
The campaign features former F1™ World
Champion, Nico Rosberg, and builds on learnings
from behavioural psychology experiments carried
out in 2018.
Many of our operating companies brought the
responsibility message to life locally in 2019.
For example, in Vietnam we used behavioural
change techniques to actively encourage consumers
not to drink and drive across 12 bars in Hanoi and
Ho Chi Minh City. Activities included visual "nudges",
outlet staff training and consumer incentives.
Looking ahead
We will launch a new campaign featuring father
and son combination, Nico and Keke Rosberg,
in 2020.
Follow-up behavioural change programmes,
designed to change the drink driving psychology
and have a positive impact on road safety, are
scheduled in Vietnam and Brazil.
In 2020, where possible, all our Formula 1™
track branding will feature Heineken® 0.0%.
For more details on our Responsible Consumption programme
and progress, see our website and case studies
Financial Statements
Sustainability Review
Heineken N.V. Annual Report 2019
Other Information
Formula 1™ track branding
In 2019, 30% of our visible TV track branding
showcased responsible consumption messaging
