The Sun Rises
on a New
Initiative
POSITIVE IMAGE OF BEER
Sunrise leverages a variety of
traditional and digital media
to reinforce the benefits of
moderate consumption
Responsible
Consumption
HEIN EKEN has a long history of promoting responsible
consumption and strongly advocates consuming beer in
moderation, and as part of a healthy lifestyle. This plays a
critical role in the sustainable growth of the beer industry
and the livelihood of its customers. Its latest responsible
consumption initiative delivers a powerful and positive message
to consumers - 'there are no limits when you know your limits'.
T
he Sunrise leverages and
embodies the essence of
JL Heineken®'s 'Man of the
World' to engage consumers, building on
the success of 'The Legend' campaign,
which includes 'The Entrance' and 'The
Date' commercials. Linking to this global
Heineken® brand campaign also gives
this responsible consumption message
instant credibility. The Sunrise is based on
k World of HEINEKEN Quarter 1 2012
