Heineken have launched a new, global campaign that focuses on the benefits of enjoying Heineken responsibly.
"Dance More, Drink Slow" targets young adults and aims to illustrate that the moderate drinker has a more positive experience on a night out. The accompanying 'Sunrise' TV advert shows a young man alternating between Heineken and water in a nightclub, preferring to enjoy the music, dancing and socialising as opposed to drinking in excess.
Alexis Nasard, Global Chief Marketing Officer and President of Western Europe at Heineken, said; "As an industry leader, Heineken wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers.
"We believe that we can be more effective in making positive behaviour aspirational by utilising our creativity and tackling the issue of abuse in an engaging and relevant way."
The campaign will also promote a series of activities for young people on nights out.
© 2013 - Checkout Magazine by Karis Copp