This message is communicated in various ways. One of
them is the Enjoy Heineken Responsibly website, which
provides information about alcohol, the effects of
consuming it and documents responsible consumption
programmes made available by Heineken
Local
HEINEKEN
RESPONSIBLY
THE WORLD
to be directed via links to other organisations with more specialised
knowledge on this subject. Back labels on Heineken bottles and cans for
other markets are being prepared to carry the Enjoy Heineken Responsibly
web address. "The website will be live in six languages," explains Sietze
Montijn, Heineken's Manager of Alcohol and Environment. "Dutch, English,
French, German, Italian and Spanish. There are also three local versions of
the website for the United States, Brazil and the United Kingdom".
Around the world, local Heineken operating companies have taken a
number of initiatives to promote responsible alcohol consumption in their
own organisations and markets. There are many interesting examples.
Heineken Ireland, for one, has drafted and communicated its own Alcohol
Policy to all employees. Heineken Ireland has also played a key role in the
establishment of MEAS (Mature Enjoyment of Alcohol in Society) - an
organisation promoting responsible alcohol consumption. "We were also
involved in the inception of the Central Copy Clearance Ireland (CCCI), a
vetting board which ensures that all alcohol advertising meets industry
standards and is suitable for usage in the public domain," declares Declan
Farmer, Corporate Affairs Manager at Heineken Ireland.
In addition to complying with national and industry codes, Heineken
Ireland has also developed its own codes of marketing practice in the areas
of advertising (including the establishment of an internal vetting Board),
media buying and placements, events, promotions and sponsorships.
"These codes have been communicated to all of our PR and Advertising
agencies," Farmer adds. "They further support the legal codes in this area,
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