HEINEKEN invites young adults to "Dance More, Drink Slow" in new global campaign to make drinking in moderation cool
Amsterdam, January 6(th) 2014 - HEINEKEN has teamed up with world famous DJ,
Armin Van Buuren, for a pioneering campaign that reaches young adults when they
are drinking on and around the dancefloor. The global campaign, called "Dance
More, Drink Slow", delivers a powerful responsible drinking message in a new,
compelling way. It focuses on making moderate drinking an aspirational behaviour
when enjoying a night out, highlighting the importance of staying in control.
At the centre of the 'Dance More, Drink Slow' campaign is a new Armin van Buuren
track called "Save my Night", which encourages and celebrates moderation during
a night out. Available in 42 countries, fans can access the track
http://bit.ly/SaveMyNight_SP
In 2011, the company launched 'Sunrise', a campaign which brought to life the
powerful idea that there are no limits, when you know your limits. It
highlighted that by enjoying Heineken in moderation, Heineken's 'Man of the
World' has the opportunity to engage with friends, meet new people and explore
new experiences. 'Dance More, Drink Slow' now takes this message to a new level.
The new campaign builds on this long standing commitment to the 'Enjoy Heineken
Responsibly' message which has been seen across the world since 2004 through
Heineken's sponsorships platforms such as UEFA Champions League, Rugby World Cup
and hundreds of music events. The messaging also appears on hundreds of millions
of bottles and cans annually.
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".
Gianluca Di Tondo, Senior Director Global Heineken Brand at HEINEKEN, commented;
"For us, 'Dance More, Drink Slow' is an opportunity to create a moderation
movement - a fresh look at how we approach the single most difficult issue that
affects our industry today. Collaborating with Armin Van Buuren - another iconic
Dutch brand - to create "Save My Night" sends a clear message to consumers that
they can enjoy themselves, while also remaining in control."
The 'Dance More, Drink Slow' campaign will also be brought to life through "The
Experiment", a film featuring Armin van Buuren. The social experiment focuses
on two separate nights out in the same club with the only difference being the
DJ. The film demonstrates the influence a DJ has on consumers to change their
behavior to dance more and consequently drink slow. "The Experiment" assesses
the exciting possibilities that naturally occur on a night out when drinking
responsibly and is available here: http://youtu.be/WRup4Xk7uKE
Says Armin van Buuren, "When I play a DJ set to thousands of music lovers, I
want them to enjoy the moment, to remember it after the night has finished. This
means consuming alcohol in moderation, so that the moment is not lost.
The reason I have partnered with Heineken on 'Dance More, Drink Slow' is because
we have a fantastic opportunity, and responsibility, to connect better with our
audience and affect behavior change. Drinking responsibly is an important issue
and being able to use music, specifically the "Save my Night" track, to
innovatively deliver that message directly to fans on the dance floor is
unique."
The campaign will be rolled out in more than 20 countries and will be supported
by a series of integrated experiential activities targeting young adults during
their nights out.
Quick Facts:
*Â 'The Experiment film shot on location in Miami and directed by Philip
Andelman, who has also  directed music videos for artist/clients such as
Beyoncé, Rihanna, Jay-Z, NFL, American Express, John Mayer, Lenny Kravitz, the
Gossip, the Jonas Brothers and Duck Sauce.
* The Experiment was filmed in a nightclub over two separate nights and all the
party-goers in the film were regular young adults on a night out. Although the
party go-ers were different across the two nights and were unaware of the
filming, all other variables were exactly the same.
* In order to calculate drink consumption across the two nights, there was a
camera trained in on the bar area and this was carefully monitored by the
Heineken team through-out both nights.
* The campaign was developed by leading advertising agency Publicis Worldwide
* For more information about HEINEKEN's Enjoy Heineken Responsibly campaign,
please visit: http://www.theheinekencompany.com/media/features/dance-more-drink-
slow
**
Editorial information:
About HEINEKEN:
HEINEKEN is a proud, independent global brewer committed to surprise and excite
consumers with its brands and products everywhere. The brand that bears the
founder's family name - Heineken® - is available in almost every country on the
globe and is the world's most valuable international premium beer brand. The
Company's aim is to be a leading brewer in each of the markets in which it
operates and to have the world's most valuable brand portfolio. HEINEKEN wants
to win in all markets with Heineken® and with a full brand portfolio in markets
of choice. The Company is present in over 70 countries and operates more than
165 breweries. HEINEKEN is Europe's largest brewer and the world's third largest
by volume. HEINEKEN is committed to the responsible marketing and consumption of
its more than 250 international premium, regional, local and specialty beers and
ciders. These include Heineken®, Amstel, Anchor, Biere Larue, Bintang, Birra
Moretti, Cruzcampo, Desperados, Dos Equis, Foster's, Newcastle Brown Ale,
Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. Our
leading joint venture brands include Cristal and Kingfisher.
The number of people employed is over 85,000. Heineken N.V. and Heineken Holding
N.V. shares are listed on the NYSE Euronext in Amsterdam. Prices for the
ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO
NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. HEINEKEN
has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken
N.V. (OTC: HEINY) and Heineken Holding N.V. (OTC: HKHHY). Most recent
information is available on HEINEKEN's website: www.theheinekencompany.com
About Armin van Buuren:
Armin van Buuren, currently holding the #2 position in the DJ Mag Top 100, has
been named number one in the prestigious popularity poll a historic five times,
as the first DJ in the history of the DJ Magazine. One of the biggest successes
in his 15 years of dj'ing and producing, is the popular A State of Trance radio
show, listened to by more than 20 million people in over 60 countries each week.
His A State of Trance and Armin Only world tours attract people from all across
the globe, and Armin looks back upon the release of 5 critically acclaimed
artist album, of which 'Intense' is his latest. For more info, check out
www.arminvanbuuren.com, www.armadamusic.com or www.astateoftrance.com
About Armada:
Dutch record label Armada Music was founded in 2003 by Armin van Buuren, Maykel
Piron and David Lewis. Throughout the years, the record company has brought
countless of quality releases within a wide spectrum of electronic dance music,
working with names such as W&W, Dash Berlin, Cosmic Gate, Paul Oakenfold and of
course Armin van Buuren himself. In 2013, Armada Music celebrated its 10 year
anniversary, enjoying a 5 year win of the International Dance Music Award for
'Best Global Record Label'. With more than 25 sublabels residing under Armada
and the record label serving its very own worldwide Armada Night events, the
Amsterdam-based company has built a solid reputation in the global dance scene.
Press Enquiries
Please direct all press enquiries through our press centre:
John Clarke
Director, Global External Communication
pressoffice@heineken.com
+31 (0)205239355
Marnie Kontovraki
Brand Consumer PR Officer
pressoffice@heineken.com
+31 (0)205239355
Download Photo II:
http://hugin.info/136188/R/1750885/591027.jpg
Dance More Drink Slow media release:
http://hugin.info/136188/R/1750885/591025.pdf
Download Photo I:
http://hugin.info/136188/R/1750885/591026.jpg
Download Photo III:
http://hugin.info/136188/R/1750885/591028.jpg
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Source: HEINEKEN International via GlobeNewswire
[HUG#1750885]