Heineken has paired with Innovia to utilize behavioral science as the foundation for its latest efforts in preventing people from drinking and driving. The partnership has lead Heineken to redesign the bar experience by inserting nudges, reminders, and prompts that served as moments of intervention for those considering driving under the influence. These tactics focused on every aspect of the bar experience -- from the moment a consumer arrived in the parking lot, to the interior of the bar itself. As well, the brand had their pilot venues offer incentives for those choosing not to consume alcohol before driving, including such offers as free nachos.
Launched in Manchester, the campaign saw up to a 50% reduction in drinking and driving behavior over the two-week trial period.
This initiative is just one pillar of a comprehensive program developed by the beer company, with a new commercial featuring F1 Champion Nico Rosberg and an online pledge also being involved.