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AMSTERDAM -- Heineken is continuing its global initiative to encourage consumers to drink responsibly. The latest theme is "Sunrise belongs to moderate drinkers."
The initiative is part of the company's "Open Your World" global campaign that hits all its brands. The timing of the latest theme -- during the holiday season -- is no accident. Heineken hopes to maximize the relevance, attention and impact of the message, according to a company release.
"Heineken has both the opportunity and the responsibility to encourage moderate drinking. This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational. 'Sunrise belongs to moderate drinkers' is a natural next step in our long term commitment to encouraging responsible consumption," explained Alexis Nasard, chief commercial officer.
"Sunrise belongs to moderate drinkers" campaign debuts today on Heineken's YouTube channel, Facebook page and its company website. In the 85-second film "The Sunrise", Heineken's legendary hero demonstrates how to celebrate the night to the fullest, including turning down a beer and choosing a bottle of water instead.
"In the film, our 'man of the world' brings to life the powerful idea that there are no limits, when you know your limits. We want to show that enjoying Heineken in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences," added Cyril Charzat, senior director, Global Heineken Brand.
The campaign was unveiled on Nov. 28 through a teaser in four cities across the globe: London, Ho Chi Minh, Rio de Janeiro and San Francisco. Sofas featuring the hashtag #MYSUNRISE were strategically placed in locations that offered the best sunrise view. Consumers were encouraged to post photos of their best sunrise moments, tagging them #MYSUNRISE and then sending them to the Heineken Facebook page.
Also starting today, these sunrise images will now be showcased on Heineken's Facebook page and incorporated into a Facebook application, mapping the consumer sunrise photos based on the location in which they were taken. Each week, the best sunrise images will be showcased on the brand's Facebook fan page wall. They will be re-tweeted from the @Heineken twitter account through Jan. 12.