used on all primary and secondary
Heineken® packaging.
In addition to true global initiatives such
as 'Sunrise', and other global Heineken®
campaigns that are implemented for
regional or local events, HEINEKEN's local
operating companies and local brands
have an important role to play in reaching
consumers in a way that is relevant in
the local market. Here, we share just a
few examples.
Freshness Test
At HEINEKEN in Belarus, the Bobrov beer
Quarter 2 2012 World of HEINEKEN 33
about responsible consumption in the
month of December. It also scored a
Social Net Promoter Score of 93 per
cent - which in simple terms, reflects how
likely someone would be to recommend
something. The initiative has also had
strong impact on brand equity and
resulted in significant shifts in behaviour
when comparing those who'd seen 'Sunrise'
compared with those who had not.
Despite this most recent success,
encouraging responsible consumption is
not new for the Heineken® brand, which
also uses major event sponsorships such as
the UEFA Champions League and Rugby
World Cup to encourage the enjoyment of
beer in moderation. During the 2010-11
season, 33 per cent of boarding carried the
'Enjoy Heineken® Responsibly' message
where local legislation allowed this.
Activation via world-class sponsorships
is supported by the 'Enjoy Heineken®
Responsibly' website, which was updated
in 2011, relaunched in 46 markets and
translated into 32 languages. The website
contains practical information, advice
and useful guidelines about enjoying
Heineken® responsibly. The logo is also
