Q Make responsible
consumption cool
don't
drink
this. 4
140
Advocating responsible consumption
Looking ahead:
Our 2020
commitment:
Our 2020
result:
Heineken
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Invest 10% of
Heineken® media
budget to support
responsible
consumption
programmes in
every market
where we sell
and advertise
Heineken®
Our contribution
to the SDGs:
3.5
Strengthen the
prevention of
substance abuse
When consumed in moderation, we believe
alcohol can be part of a well-balanced lifestyle.
Our brands are committed to advocating
responsible drinking and to supporting efforts
to decrease harmful consumption around
the world.
Promoting responsible consumer
behaviour during the pandemic
We used the power of our brands to remind
consumers to socialise responsibly to keep
people safe during the pandemic, while
supporting livelihoods in the On-Trade.
The Heineken® 'Back to the Bars
#socialiseresponsibly to keep bars open'
campaign ran in 41 markets.
We have not reached our original commitmen
for 2020. 55% of the 84 markets in scope
invested at least 10% of Heineken® media
spend in dedicated responsible consumption
campaigns (2019: 95%).
Against a backdrop of COVID-19, we felt the
importance of conveying a message of
responsibility to support society. We believed
the Heineken® brand could play a credible
role in reminding consumers to socialise
responsibly, in order to support our strategic
partners in the On Trade.
We decided to expand the scope of our
commitment with Heineken® campaign
'Back to the Bars - #socialiseresponsibly'
alongside the 'Enjoy Heineken® Responsibly'
and 'When you Drive Never Drink (WYDND)'
campaigns. With this addition 98% of the
markets in scope invested at least 10%
Heineken® media spend in these campaigns.
Heineken®'s Formula 1 sponsorship provides
a powerful platform for responsible drinking
and branding Heineken® 0.0 (in countries
where it is allowed).
The 2020 campaign promoted not drinking
alcohol when driving as being the right
attitude. The WYDND campaign - featuring
F1 World Champion Nico Rosberg and his
father Keke - was rolled out globally. For the
first time, we used Heineken® 0.0 as a hero
product for consumers that need to drive,
but want to enjoy the great taste of Heineken®.
Financial Sustainability Other
Statements Review Information
When you drive,
never drink.
Making responsible consumption cool in New Zealand
As the number one beer brand in New Zealand, we aim to lead by example with our
WYDND campaign. This year, we did one of the bravest things a brand can do - we asked
people not to drink our products if they are driving. In December, to coincide with the
worst time of year for drink driving in New Zealand, we launched a campaign with a bold
statement: "If you're driving, don't drink this".
For markets that do not yet have Heineken® 0.0,
we focused on making drinking in moderation
cool in high energy social occasions, such as at
hospitality and catering venues. This is where
our target audience is most likely to run into
the temptation of drinking in excess while
having fun with friends.
Learn more about this topic on our website
We will elevate our responsible
drinking messages using the WYDND
campaign to communicate: "The better
driver is the one who doesn't drink".
Our aim is to increase the availability
of Heineken® 0.0 to offer more consumers
a no-alcohol choice.
