Christmas season is the time when most people not only exchange gifts and send greetings, but also drink and say cheers. For some of us the second goes above the first, and here the problems begin. To address this, global brands, both alcohol and beverage ones, launch campaigns to promote moderate drinking. Recently, the soft-drink giant Coca-Cola rolled out the new round of its ‘Designated Driver’ initiative, and HEINEKEN started its new promotion of responsible alcohol consumption by launching a new extension of the ‘Open Your World’ global campaign of its flagship beer, Heineken. Under the new theme ‘Sunrise belongs to moderate drinkers’ unveiled this Christmas season, the brand is spreading the message of moderate drinking primarily on the web, via a range of platforms, including Heineken’s YouTube channel, Facebook fan page, Heineken.com and broadcast.
The program was launched last month, on November 28, in select cities across the globe with teaser elements. In London, Ho Chi Minh, Rio de Janiero and San Francisco the brand placed sofas featuring the hashtag #MYSUNRISE in certain locations, from where people might watch the sunrise in the best possible conditions. To share the joy and happiness of seeing the sun rising, people could post photos of their best sunrise moments, tag them #MYSUNRISE and then send the stills to the Heineken fan page on Facebook.
As part of the campaign, Heineken has launched a 85 second film entitled ‘The Sunrise’ to demonstrate that you really can have a good time in a club without drinking much. The spot, which is shot quite in style of ‘The Entrance’ ad by the brand, features a guy who celebrates the night to the fullest without too much alcohol (he even says ‘no’ to a bartender who gives him another bottle of Heineken, and takes water instead), while others are drinking heavily. In the end, at the exit of the club, he sees a girl and leaves the venue with her to meet the sunrise together.
“In the film, our ‘man of the world’ brings to life the powerful idea that there are no limits, when you know your limits. We want to show that enjoying Heineken in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences,” commented Cyril Charzat, Senior Director, Global Heineken Brand.