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 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, 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

ENDS

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 

August 4: Centenary Of New Zealand Entering The First World War

PM John Key: I move, that this House recognise that on the 4th of August 2014, we will mark the centenary of New Zealand entering the First World War... More>>

ALSO:

Cyclists Net First NZ Gold

New Zealand won a gold meal and two bronzes on the first day of the Commonwealth Games. There was joy and heartbreak in an incredibly full day of sport. Here's how the New Zealanders fared. More>>

Cap Bocage: Anti-Mining Campaign Doco Debuts At NZ Film Festival

Playing at this year’s New Zealand International Film Festival, Cap Bocage is a close-up exploration of the forces that came into play when environmental issues and indigenous rights became intertwined in New Caledonia ... More>>

Film Fest:

More Film:

Sharon Ellis Review: A View From The Bridge

Arthur Miller’s A View From the Bridge is Circa’s latest big production, it opened on Saturday 19 July and it is a stunning triumph. More>>

Māori Language Week: He Karanga Kia Kaha Ake Te Tīhau Ki Te Reo Māori

The Māori Language Commission wishes to see social media swamped with Māori language tweets and messages for Te Wiki o te Reo Māori using the hashtag #tekupu. More>>

ALSO:

Book Vote: Kiwis Prefer Young Adult & Classics

To compile their Top 100 List for 2014, Whitcoulls again asked New Zealanders to vote for their favourite books and authors. And while classic novels continue to appeal to Kiwi readers, 2014 marks a significant new trend – the increasing popularity of novels for young adults. More>>

ALSO:

Five NZ Cities: Bill Bailey Back To The Southern Hemisphere

The gap between how we imagine our lives to be and how they really are is the subject of Bill’s new show Limboland. With his trademark intelligence and sharp wit, he tells tales of finding himself in this halfway place. More>>

Scoop Review Of Books: Book Television Is Coming

Carole Beu of The Women’s Bookshop in Auckland, Graham Beattie of The Book Blog and producer Deb Faith of FaceTV have raised enough money via crowd funding at Boosted – just under $7,000 so far – for 12 episodes, which begin production in September, and will be on screen later that month. More>>

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news