Heineken in virtual responsible drinking push

17 November, 2008

Heineken has launched an online and mobile phone responsible drinking campaign called Know The Signs – the first of its kind in the drinks market, according to the brand.

The push aims to encourage responsible drinking by poking fun at how people change when they’ve drunk too much, with spoof film trailers mocking types such as “the exhibitionist”, “the crier” and “the groper”.

Marketing manager Lucas Bergmans 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.”

Find out more at knowthesigns.com.

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