Heineken hunts for sensible revellers in next wave of responsible drinking campaign

Heineken has continued its responsible drinking campaign by revealing Singaporean millennials are exactly that – sensible, image-conscious consumers of booze who don’t want to let their friends down or shame themselves on social media.

As part of its 12-year-old ‘Enjoy Heinken Responsibly’ push, the brand commissioned research which, it claims, found seven out of 10 millennials do not want to over indulge because they have a “responsibility to the company they are in”.

The same number want to avoid letting themselves down by getting drunk while 60 per cent admitted they feared being shown up on social media if they drank excessively.

Heineken2Half of those questioned said it was “cool” not to drink too much while 60 per cent branded such sober behaviour as “respectable”.

Heineken has now launched an extension of its responsible drinking campaign with a social marketing drive to reward Singaporeans who limit their intake.

Using the hashtag #ModerateDrinkersWanted and #HeinekenSG the brand is inviting drinkers – or non-drinkers as the case may be – to  submit photos of themselves enjoying a night out and share their thoughts on why they believe it is “cool” not to sink too many beers.

A year’s worth of taxi fares is up for grabs for one sensible reveller.

The campaign also includes the launch of a global campaign video (above).

In addition, during each weekend in April weekend, people “spotted” behaving sensibly in areas of Singapore will be rewarded with a free ride home.

Heinken grandly proclaimed that the survey also offered “proof” that the more alcohol you drink the less chance you have of striking up a conversation with someone you’re attracted to.

While 40 per cent of respondents admitted drinking gave them courage to start chatting, the beer brand reckoned eight out of 10 said they would walk away if they believed their admirer had consumed one too many ales.

“Heineken is committed to encourage responsible consumption. It is heartening to know that Singapore millennials are making the choice to enjoy their nights out responsibly,” said Mitchell Leow, head of corporate relations, Asia Pacific Breweries Singapore.

“Through this campaign, Heineken strives to further drive consumers’ positive attitudes towards responsible consumption and embed the moderate drinking culture here in Singapore.”


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