...taking social responsibilities
very seriously...
Social responsibility
DECLAN FARMER
EX35SS3
RUGBYI
20031
organised special tie-in campaigns for rugby enthusiasts in its
own country, in addition to the on-trade and off-trade Heineken
Cup promotional programme. Testament to the creativity of the
Heineken Brand team was the number of awards it received in
2003. The Heineken head office praised the 'refreshing, effective
advertising, relevant for the Heineken brand' by presenting the
company with the Heineken Award for Communication Excellence.
For the best-integrated campaign for Green Energy, the brewery
received the Marketing Media Award. At the International
Advertising Awards Festival in Kinsale, Heineken and its adver
tising agency picked up as many as seven awards and a further
three prizes at the Outdoor Advertising Awards 2003.
For the Irish alcohol has always been an integral part of Irish society.
The company's Corporate Social Responsibility Programme focuses
on responsible alcohol consumption, to meet with the awareness
of increased levels of alcohol abuse and misuse, together with
the negative sentiment in the public arena and restrictive govern
ment initiatives in the advertising and promotion of alcohol.
As Corporate Affairs Manager Declan Farmer explains," Heineken
Ireland warmly welcomes a shift towards responsible alcohol
consumption. Individually and together with other businesses
from the sector, Heineken Ireland wants to show that it is taking
PAGE 24