In an effort to highlight the importance of responsible consumption, Heineken recently launched the 'When You Drive Never Drink' campaign. The marketing scheme features F1 stars Daniel Ricciardo and Sergio Perez as well as W Series Ambassador and racing driver, Naomi Schiff.
The Heineken ‘When You Drive, Never Drink’ campaign addresses the common issue of overconfidence when drinking alcohol. The campaign was in response to a recent study that found that "81% of people become overconfident when they drink and believe that they are a better driver than they are."
Throughout the campaign, the racing stars seem to be enjoying a fun night out with their friends, showing how you may become convinced that you are a great driver after a few drinks. In the end, the characters return to their normal selves and get into a taxi instead of driving.
Heineken will also encourage F1 fans to get safe rides all weekend across the United States by offering discount code ‘GREATRIDES through Uber. The promotion will run from Thursday, May 5 through Sunday, May 8.
Sober Driving Beer Campaigns
Heineken Launches New Global ‘When You Drive Never Drink’ Campaign
Trend Themes
1. Responsible Consumption Campaigns - Opportunity for companies to promote safe and responsible consumption through innovative marketing strategies.
2. Overconfidence Awareness - Creating awareness about the dangers of drinking and driving requires addressing the issue of overconfidence, where campaign themes can revolve around risk management.
3. Promoting Safe Rides - Opportunity for businesses to provide incentives to encourage the use of safe rides, such as discounts on ride-sharing and cab services.
Industry Implications
1. Alcoholic Beverage - Alcohol brands can leverage responsible consumption trends to build brand value and customer loyalty.
2. Transportation - Transportation and ride-sharing companies can collaborate with alcohol brands and government agencies to promote safe and responsible rides home.
3. Marketing & Advertising - Innovative marketing is the key in promoting responsible consumption and building brands. Marketing and advertising agencies can work with industry participants in designing effective responsible consumption campaigns.