Lifestyle

Heineken® continues to promote its ‘Enjoy Heineken Responsibly’ campaign

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Heineken® is committed to the aim of making the moderate consumption of alcohol more aspirational through the continued promotion of its ‘Enjoy Heineken® Responsibly’ (EHR) campaign.

Heineken® launched the campaign in June with a TV commercial featuring Sir Jackie Stewart and has now partnered with Uber at some of its key events to encourage no drinking and driving.

Heineken® aims to advocate against drinking and driving through various initiatives, with Uber being one of them. Heineken® took the opportunity to extend this message on Saturday, 7 October at the Spring Fiesta event, with over 13 000 individuals.

It is also giving away R500 000 in Uber vouchers at events between October and December. This will aim to reinforce the message of ‘when you drive, never drink’ – a message promoted by Sir Jackie Stewart in the Heineken® TV commercial.

Apart from building awareness through activations, at Spring Fiesta and other events, it has also had water stations offering complimentary water and Uber pick-up zones for attendees.

“Our consumers are very important to us, and so is their safety. We need to do our part in educating South Africa on responsible consumption in order to have a sustainable future,” says Themba Ratsibe, marketing manager at Heineken®.

This is not a one-off for the summer and festive period. It’s a part of a commitment beyond 2017 by Heineken® to make responsible consumption aspirational and combat alcohol abuse in South Africa and abroad. Heineken® says 10% of its media spend will be going towards ‘EHR’ campaign activities.

For more information, visit www.heineken.co.za.

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