enjoy responsibly day addaction - Heineken Heine Enjoy Responsibly Day Team Effort for a Good Cause Bringing Star Power to Heineken® Light As part of its commitment to promoting responsible consumption, HEINEKEN UK partners with the alcohol misuse charity Addaction. Since April, employees have been fundraising and volunteering for the charity. To date, teams across the country have raised more than £100,000 (€125,000) and volunteered hundreds of hours in projects ranging from employability workshops to refurbishing service centres. SEP4 2014 USA Acclaimed actor, singer and comedian Neil Patrick Harris is the face of a humorous new campaign in the USA for Heineken® Light. In the commercial, Harris celebrates the full flavour of the drink, which won the award for Best- tasting Light Beer at the 2013 World Beer Championships. Due to broadcast regulations, however, he is unable to drink the beer on camera. His witty response to these restrictions earned the commercial wide media coverage and over 10 million online views in its first two months. The campaign is supported by a microsite, www.besttastinglight.com. I lICIHt mi ann.ixM ouiiin Visit the Heineken® Light microsite GLOBAL On k September, HEINEKEN celebrated its first global Enjoy Responsibly Day. The aim of the day was to raise awareness among employees about the impact of alcohol abuse and promote moderation as the social norm. From distributing 10,000 breathalysers in the Congo to industry roundtables in France, 85,000 HEINEKEN employees could take part in a diverse range of locally relevant activities. On a global level, employees showed they think moderation is cool by featuring in a music video for a remix of DJ Armin van Buuren's 'Save My Night' track, [Qn the theme song of the Heineken® 'Dance More Drink Slow' campaign. UK Watch the Enjoy Responsibly Day music video 2k World of HEINEKEN Edition 2 201A

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World of Heineken | 2014 | | pagina 24