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The Challenge of Credibility
New Message, New Media
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A real party is the one you
remember in the morning. Agree?
#DMDS#Enjoy Responsibly
Jonatan ER @Jonatan_EX Feb 1
en What a great message:
>lov let's do it tonight!!
ArminVanBuuren EC @AVBEcuador Ian 17
The music saves my soul. The beat
saves my life. Tonight, the DJ saves my
night. -DMDS #AvB \0/ jic.twitt
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Speaking at the Cannes Lions
International Festival of Creativity in June
2013, HEINEKEN CEO Jean-Franqois van
Boxmeer highlighted the importance of
the message, saying: "Whilst beer is part
of our culture and it's healthy to drink in
moderation, it's important to make the
point that misuse of alcohol is not cool."
Successfully bringing a message of
responsible consumption to consumers
comes with challenges. These include
the question of how to change attitudes,
plus the perception from some that it is
counter-intuitive for a brewer to advise
consumers to drink less.
"Making moderation cool is not easy,"
says Gianluca Di Tondo, Senior Director,
Global Heineken® Brand. "To simply
spread the message 'don't drink' would
not be credible and if we're not credible,
everything we do surrounding this
campaign would be a waste of time and
money. It's also important to bring the
message in a progressive way. That's why
we are using the progressive, iconic and
globally recognised Heineken® brand."
In another unique move, Dance More,
Drink Slow directly targets consumers
on the dance floor. Heineken® has
long-term associations with music
events, particularly dance music. When
considering how to give the moderation
message greater impact, it was a natural
choice to collaborate with one of the
world's most admired DJs, Armin van
Buuren. "Collaborating with a globally
relevant ambassador, like Armin van
Buuren, also helps with the 'coolness'
factor that younger drinking-age adults
can identify with," explains Gianluca.
Along with the partnership with Armin,
the message contained within Dance
More, Drink Slow is being brought to
consumers in new ways, intended to
ignite discussion. At the heart of the
campaign is the film 'The Experiment'.
Through a non-scientific test at a club
in Miami, it shows how good music and
moderate drinking create a better time
on the dance floor.
6 World of HEINEKEN Edition 1 201A
