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BELONGS
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SUNRISE
MODERATE
DRINKERS
the concept that the sunrise belongs to
moderate drinkers, those who maintain
control on a night out.
Prior to the online launch in December
last year, special 'Sunrise' sofas were
placed in cities around the world, at
locations which allow consumers to enjoy
unique sunrise moments at the end of a
fun-filled night of moderate consumption.
They are invited to upload their sunrise
moments to the Heineken® Facebook
page or a dedicated website that
captures these daybreaks on an
interactive world map.
Unique Approach
A special 'Sunrise' video was seen by
millions of adult consumers across
the globe via HEINEKEN's YouTube
channel, Facebook fan page and
Fleineken.com. Launching ahead of
the festive season ensured maximum
relevance and impact.
The initiative, which highlights
the positive aspects of moderate
consumption, is in marked contrast to
the standard approach and messaging
around responsible consumption, which
tends to focus on the negative aspects of
excessive drinking.
"The Sunrise reinforces the importance of
staying in control and celebrates moderate
consumption," says Cyril Charzat, Senior
Director, Global Heineken® Brand.
Quarter 1 2012 World of HEINEKEN
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