Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search


HEINEKEN invites young adults to “Dance More, Drink Slow”

HEINEKEN invites young adults to “Dance More, Drink Slow” in new global campaign to make drinking in moderation cool

January 21st 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 dance floor. 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 via

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, DrinkSlow’ 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 Arminvan 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.

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


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


Scoop Review Of Books: Worldly And Unworldly

"Being Magdalene" by Fleur Beale The situations shown in this youth novel are shocking, scary, and very moving as we experience Magdalene’s struggle to be a perfect girl as defined by the cruel and unreasonable leader of “The Children of the Faith”, as she moves reluctantly into young womanhood. More>>

Whistle Stop: Netball NZ To Implement New INF Rules

Netball New Zealand (NNZ) will implement the new Official Rules of Netball, as set down by the International Netball Federation (INF), from January 1, 2016. Key changes include the elimination of whistle following a goal, amendments to injury time and changes to setting a penalty. More>>


Scoop Review Of Books: Waiata Aroha

Vaughan Rapatahana on Chappy by Patricia Grace: With this eminently readable novel Patricia Grace returns to the full-length fiction stage after a hiatus of ten years. More>>

'Ithaca' At Q Theatre: Introducing NZ's World Class Cirque Troupe

NZ’s very own cirque troupe is set to become a household name with the premier of its adaptation of Homer’s Odyssey having secured a key season in Auckland. More>>

Music Awards: The Tuis Are Broody This Year

Topping off a sensationally eventful year both at home and internationally, Nelson born brother-sister duo Broods has taken home four Tuis from this year’s 50th annual Vodafone New Zealand Music Awards. More>>


Sport: Richie McCaw Retires From Rugby

Richie McCaw has today confirmed he is hanging up his boots and retiring from professional rugby. The 34-year-old All Blacks captain and most capped All Black of all time has drawn the curtain on his stunning international career which started in Dublin 14 years ago, almost to the day, and ended in London last month when he hoisted the Webb Ellis Cup aloft for the second time. More>>


John McBeth: On Jonah Lomu

For many New Zealanders, the enormity of Jonah Lomu's reputation will have come as a surprise... His deeds were watched and enthused over by movie stars and musicians, politicians and superstars from other codes. He reached into the lives and homes of millions and mixed with famous people most New Zealanders would only have read about. More>>


Get More From Scoop



Search Scoop  
Powered by Vodafone
NZ independent news