A bold new Heineken ad campaign launching today looks to reduce drink driving in New Zealand, and may raise a few eyebrows. At first glance, the locally produced ads appear to urge people not to drink Heineken. On closer inspection, small text clarifies that this applies specifically to people intending to drive.
The ads will be seen around the country at out of home sites (static and digital), in print, digital, radio, social and in office towers today in a one-day media takeover, and then throughout December 2020 and January 2021.
Jo Mitchell, marketing director at DB Breweries, said “At Heineken, we believe that when driving, even one drink is one too many. With this campaign we’re doing one of the bravest things a brand can do, and telling people to not drink our product, if they’re driving.”
Heineken is strongly committed to leading the responsible consumption of alcohol across the globe and the ‘When You Drive, Never Drink’ programme is a key step in the mission to reduce drink driving behaviour worldwide. Every year, the brand invests at least 10% of its media spend on responsible consumption campaigns, and this year locally the brand is investing more like 20%.
“As the number one premium beer brand in New Zealand, we need to lead by example and use our brand power to instigate the change we want to see. Historically, December has been the worst time of the year for drink driving and we know we need to make a bold statement that gets attention. This isn’t just an advertising campaign for Heineken, this is a core business value that we have been passionate about for many years and will continue to invest in for years to come,” added Jo.
In addition to the new local ad campaign, Heineken has commissioned a team of global experts in Nudge Theory and Behavioural Design from Denmark to help address drink driving in New Zealand. The study (led by Krukow Behavior Design), kicks off today and will run through 2021, using a behavioural design approach to try to influence the decision making process that Kiwis go through when presented with situations where they may drink and drive. The idea builds on a 2018 pilot project* and the aim is to find ways to ‘nudge’ people to make the right decision, which is not to drink and drive.
Also, for the month of December, 200 Heineken bars across main metro areas (Auckland, Hamilton, Wellington and Christchurch) will provide free Heineken 0.0 to sober drivers alongside bold and inventive point of sale, to reinforce this message in venues.