Sober Sunrise

Heineken has launched the latest phase in its global approach to encourage the responsible consumption of its brands. The new theme, titled “Sunrise belongs to moderate drinkers” continues to use Heineken, which the company says is the world’s most international beer brand, to deliver and reinforce the message. The initiative is an integral part of the award-winning “Open Your World” global campaign, which celebrates and encourages aspirational behaviors among adult consumers. Heineken launched the open-ended campaign during the recent holiday season to maximize the relevance, attention and impact of the message. Millions of adult consumers around the world can see the initiative via Heineken’s YouTube channel, Facebook fan page, Heineken.com, as well as broadcast. “Heineken has both the opportunity and the responsibility to encourage moderate drinking,” says Alexis Nasard, chief commercial officer for Amsterdam-based Heineken. “This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational. ‘Sunrise belongs to moderate drinkers’ is a natural next step in our long-term commitment to encouraging responsible consumption.” “Sunrise belongs to moderate drinkers” is being executed through the use of various online and offline media channels, with strong emphasis on social media. In the 85 second film “The Sunrise,” Heineken’s legendary hero demonstrates how to celebrate the night to the fullest, including turning down a beer and choosing a bottle of water instead. “We want to show people that enjoying Heineken in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences,” says Cyril Charzat, senior director, Heineken Global Brand. For more information, visit www.enjoyheinekenresponsibly.com.


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