ILL The Sunrise is based on the concept that the sunrise belongs to moderate drinkers w i I i ••II* J?d it Consumers are invited to share their sunrise moments via a dedicated website or Heineken®'s Facebook page, which has five million fans and counting facebook Ik w Heineken Sunrise Food/Beverages Amsterdam, Netherlands S3 Info At Friend Activity 1(5) Photos Sunrise fyj UEFA Champions League Limited Editions H The Entrance 8[ The Date MORE - 4.707.371 ike this 122.556 taWng about this UEFA Champions League "We want to show that enjoying Heineken® in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences. In our recent award-winning ad campaign, our 'Man of the World' brings to life the powerful idea that there are no limits when you know your limits. The Sunrise responsible drinking initiative was a natural next step in our long-term commitment to encouraging these behaviours." As one of the world's leading brewers, HEINEKEN believes it has a responsibility to encourage moderate drinking. Changing Perceptions of Beer HEINEKEN is clear that excessive consumption can never be part of a sustainable future for either itself or the industry. Through its proactive approach to this subject, the brand is happy to be associated with the shift in attitudes towards harmful drinking taking place in The popular YouTube commercial follows the exciting evening of a responsible drinker, ending, of course, with the enjoyment of a spectacular sunrise moment World of HEINEKEN Quarter 1 2012 |P I M i 'if fl| r ti '•r- I T i ,J'"

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2012 | | pagina 6