Creative in association withGear Seven
Heineken's New Campaign Aims to Put an End to Drink Driving
Amsterdam, Netherlands
Publicis Italy's campaign comprises a series of films with F1 legend Nico Rosberg and a case study that aim to curb drink and driving mentality
Heineken has partnered with leading behavioural change experts to develop a programme for its responsible consumption campaign, When You Drive, Never Drink.

Campaign stars F1 legend Nico Rosberg in a series of videos alongside Jackie Stewart and David Coulthard, in which the trio encourage people to take the ‘designated drivers’ pledge’, an online part of the campaign designed to help drivers publicly commit to staying sober, which was created by Poke. 

Based on consumer research data and the insight that behaviour change starts in the place of decision making, Heineken equipped a bar that encourages people not to drink and drive. 

Heineken, in collaboration with Innovia Technology created a collection of nudges, reminders and prompts to change the psychology of drink drivers.

These interventions were tested in a pilot study, conducted over a two-week period, in ten UK bars. The programme was also supported by leading nudge and behavioural design expert Sille Krukow.

The results show promising signs of changing beliefs and behaviour around drink driving. 

Prominent “nudges” deliver drink-driver reduction

·         The bars with the highest level of support for the pilot study saw a reduction of drink driving behaviour of up to 50%

Peer support matters – it’s not just an individual decision

·         80% of people said the programme would encourage them to support their friends not to drink alcohol if driving

Public commitment is an impactful tool to promote drink driving behaviour change

·         60% of people said the pilot made them think about changing their behaviour

Prominence of alcohol-free options including Heineken 0.0 made a positive impact on drink driving behaviour

·         14% more customers said it was easier to access alcohol-free beers from control week to test week
The set of interventions help empower consumers to make the right decision when driving, through;

Signage encouraging drivers to stay alcohol-free
Making alcohol-free drinks prominent; communicating and increasing availability of alcohol-free offers, and driver’s menus
Rewarding positive behaviour through driver incentives and bar staff support
Prompting people to make the right decision; reminders throughout the car park and bar through signage and POS material

Gianluca Di Tondo, Senior Global Brand Director Heineken said; “For our responsible drinking campaign to be effective, we looked long and hard to understand the root causes of the problem, and in 2017 we attained valuable insights by conducting a global study that uncovered the behavioural drink driving triggers.”

He continued; “This insight has given us the opportunity to better target our marketing in order to reduce drink driving by developing a robust behavioural change programme and a new communications campaign, both with a clear commitment to drive real change. We are proud that our initial results are promising, but this is just the beginning of our journey. The next step in this campaign is to work in partnership with our markets as we aim to roll this out globally”. 

Dr Helena Rubinstein, leading behavioural scientist from Innovia Technology, commented; “This is a tangible development in drink driving research. The approach Heineken is taking is an innovative one. The interventions act together as part of a set and, in this relatively small sample size, have proven to be successful in reducing reported drink driving behaviour. Rolled out globally, this could help reduce drink driving incidents worldwide”.

Launched at the Canadian Grand Prix, Heineken will continue to communicate a powerful “Don’t drink and drive” message to a global audience through: F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives and packaging/point-of-sale activations. 
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