Heineken launches responsible drinking campaign

Written by Claire Weekes

Tuesday, 18 November 2008

Heineken has become the latest drinks company to launch a responsible drinking campaign.

The internet-based 'Know The Signs' campaign is an extension of its already established "Enjoy Heineken Responsibly" programme, which has been running for the past five years. The brewer says the campaign aims to encourage more informed choices and better drinking habits amongst those who display "irresponsible behaviour and alcohol consumption patterns".

Just two months ago, Diageo launched its own website, Drink IQ, dedicated to promoting responsible drinking.

Commenting on Heineken's initiative, Lucas Bergmans, Heineken marketing manager, said: "We are committed to playing our part in helping to address alcohol misuse and we want to encourage communication of the serious messages about responsible drinking.

Consumer research tells us that our target audience is open to discuss the subject but wants to do so in a way that is relevant and appropriate to them. Our digital approach facilitates this and will allow a level of interaction and engagement vital to getting the message across. The Heineken brand's position as a leading premium beer is strongly supported by our ‘quality over quantity' communication."

In 2003, Heineken was the first brewer to introduce a responsibility message on every can and bottle, linked to an educational website outlining the impact of irresponsible consumption.

The campaign can be visited at www.knowthesigns.com.