# Sober Driving Beer Campaigns Heineken Launches New Global ‘When You Drive Never Drink’ Campaign By Grace Mahas | Published 2022-05-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/when-you-drive-never-drink-1 References: [youtube](https://www.youtube.com/watch?v=ZT4JKBqrxFw)  In an effort to highlight the importance of responsible consumption, [Heineken](https://www.trendhunter.com/trends/00-reasons-needed) recently launched the 'When You Drive Never Drink' campaign. The marketing scheme features [F1](https://www.trendhunter.com/trends/custom-racing-jackets) 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](https://www.trendhunter.com/trends/irish-goodbye-program). The promotion will run from Thursday, May 5 through Sunday, May 8. Image Credit: Heineken ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 46% | Activity: 90% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### What Makes This Trend Stand Out - **Responsible Consumption Campaigns:** Opportunity for companies to promote safe and responsible consumption through innovative marketing strategies. - **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. - **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. ### Sectors Adopting This - **Alcoholic Beverage:** Alcohol brands can leverage responsible consumption trends to build brand value and customer loyalty. - **Transportation:** Transportation and ride-sharing companies can collaborate with alcohol brands and government agencies to promote safe and responsible rides home. - **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. ## Related on Trend Hunter - [Alcohol-Free Beverage Campaigns](https://www.trendhunter.com/trends/00-reasons-needed.md) - [Alcohol-Free Celebration Campaigns](https://www.trendhunter.com/trends/cheers-with-no-alcohol.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Racing Alcohol-Free Beer Collabs](https://www.trendhunter.com/trends/peroni-nastro-azzurro-00-and-scuderia-ferrari.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Alcohol-Free Underground Campaigns](https://www.trendhunter.com/trends/bakerl00.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [Taxi Driver-Centric Branded Events](https://www.trendhunter.com/trends/taxi-driver.md)