u
I have partnered with
Heineken® because I believe
in the campaign
BRAND LEADERSHIP
Communications Manager, Global
Heineken® Brand. "As a premium lager
brand, we always recommend our
consumers choose quality over quantity."
Dance More, Drink Slow is the most
recent activity within 'Enjoy Heineken®
Responsibly (EHR)'. Launched in 2004,
EHR is the global umbrella name for all
Heineken® brand responsibility initiatives.
To date, the EHR logo has been used
in commercial messages, including
through the Heineken® brand's
sport sponsorships, and on billions of
Heineken® cans and bottles worldwide.
In 2011, the global campaign 'Sunrise'
launched, spreading the powerful idea
that if you drink in moderation you can
enjoy your whole night, the message
being that sunrise belongs to moderate
drinkers. The campaign video has
been seen millions of times all over the
world.
Advocating responsible consumption is
one of the four key focus areas within
'Brewing a Better Future', HEINEKEN's
long-term approach to sustainability.
This includes a commitment to devote
10 percent of Heineken® brand
media spend in 2014 to support Enjoy
Heineken Responsibly messages.
Through these actions, the goal is to
change consumer perceptions, so that
drinking in moderation becomes the
cool option, benefitting society and
at the same time building a positive
image for beer. Dance More, Drink
Slow is the latest step towards this
ambition. K
About Armin van Buuren
Both Heineken® and Dance More
Drink Slow collaborator Armin van
Buuren are global brands with
worldwide appeal. "This is the first
time we have appointed a global
ambassador to speak for the
Heineken® brand," says Gianluca Di
Tondo. "It's a new direction for us.
We chose Armin because we trust
him and believe he is the right role
model."
Dutch-born electronic dance music DJ
Armin van Buuren has been uniting crowds
on the dance floor with his unique style
and sound for more than 15 years. He
has released multiple albums, played to
millions on tour and is repeatedly voted
one of the world's top DJs.
Armin is vocal in his support for
moderation on the dance floor. "When I
play a DJ set to thousands of music lovers,
I want them to enjoy the moment, to
remember it after the night has finished,"
he says. "I have partnered with Heineken®
because I believe in the campaign -1
believe in people's individual responsibility
and the responsibility we have to look
after each other on the dance floor. DJs are
role models for many people so I'd like to
use that position in a positive way."
"Drinking responsibly is an important
issue. Being able to use music to deliver
that message to fans on the dance floor is
8 World of HEINEKEN Edition 3 2013
