HEINEKEN invites young adults to “Dance More, Drink Slow” in new global campaign to make drinking in moderation cool

HEINEKEN has teamed up with world famous DJ, Armin Van Buuren, for a pioneering campaign that reaches young adults when they are drinking on and around the dancefloor. The global campaign, called “Dance More, Drink Slow”, delivers a powerful responsible drinking message in a new, compelling way. It focuses on making moderate drinking an aspirational behaviour when enjoying a night out, highlighting the importance of staying in control.

At the centre of the ‘Dance More, Drink Slow’ campaign is a new Armin van Buuren track called “Save my Night”, which encourages and celebrates moderation during a night out. Available in 42 countries, fans can access the track http://bit.ly/SaveMyNight_SP

In 2011, the company launched ‘Sunrise’, a campaign which brought to life the powerful idea that there are no limits, when you know your limits. It highlighted that by enjoying Heineken in moderation, Heineken’s ‘Man of the World’ has the opportunity to engage with friends, meet new people and explore new experiences. ‘Dance More, Drink Slow’ now takes this message to a new level.

The new campaign builds on this long standing commitment to the ‘Enjoy Heineken Responsibly’ message which has been seen across the world since 2004 through Heineken’s sponsorships platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events. The messaging also appears on hundreds of millions of bottles and cans annually.

Alexis Nasard, Global Chief Marketing Officer and President of Western Europe at HEINEKEN, said; “As an industry leader, HEINEKEN wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers. We believe that we can be more effective in making positive behaviour aspirational by utilising our creativity and tackling the issue of abuse in an engaging and relevant way”.

Gianluca Di Tondo, Senior Director Global Heineken Brand at HEINEKEN, commented; “For us, ‘Dance More, Drink Slow’ is an opportunity to create a moderation movement – a fresh look at how we approach the single most difficult issue that affects our industry today. Collaborating with Armin Van Buuren – another iconic Dutch brand – to create “Save My Night” sends a clear message to consumers that they can enjoy themselves, while also remaining in control.”

The ‘Dance More, Drink Slow’ campaign will also be brought to life through “The Experiment”, a film featuring Armin van Buuren. The social experiment focuses on two separate nights out in the same club with the only difference being the DJ. The film demonstrates the influence a DJ has on consumers to change their behavior to dance more and consequently drink slow. “The Experiment” assesses the exciting possibilities that naturally occur on a night out when drinking responsibly and is available here: http://youtu.be/WRup4Xk7uKE

Says Armin van Buuren, “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. This means consuming alcohol in moderation, so that the moment is not lost.

The reason I have partnered with Heineken on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behavior change. Drinking responsibly is an important issue and being able to use music, specifically the “Save my Night” track, to innovatively deliver that message directly to fans on the dance floor is unique.”

The campaign will be rolled out in more than 20 countries and will be supported by a series of integrated experiential activities targeting young adults during their nights out.

Quick Facts:

• The Experiment film shot on location in Miami and directed by Philip Andelman, who has also directed music videos for artist/clients such as Beyoncé, Rihanna, Jay-Z, NFL, American Express, John Mayer, Lenny Kravitz, the Gossip, the Jonas Brothers and Duck Sauce.
• The Experiment was filmed in a nightclub over two separate nights and all the party-goers in the film were regular young adults on a night out. Although the party go-ers were different across the two nights and were unaware of the filming, all other variables were exactly the same.
• In order to calculate drink consumption across the two nights, there was a camera trained in on the bar area and this was carefully monitored by the Heineken team through-out both nights.
• The campaign was developed by leading advertising agency Publicis Worldwide
• For more information about HEINEKEN’s Enjoy Heineken Responsibly campaign, please visit: http://www.theheinekencompany.com/media/features/dance-more-drink-slow