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Heineken launches new responsible drinking campaign
Brewer Heineken has launched an international responsible drinking campaign called ‘Know The Signs’. The internet-based campaign is an extension of the five-year-old ‘Enjoy Heineken Responsibly’ programme, and is aimed at encouraging responsible drinking.
Lucas Bergmans, Heineken's marketing manager, said: "We are committed to playing our part in helping to address alcohol misuse and we want to encourage communication of the serious messages about responsible drinking.
“Our digital approach will allow a level of interaction and engagement vital to getting the message across.
"The Heineken brand's position as a leading premium beer is strongly supported by our ‘quality over quantity’ communication."
In 2003 Heineken was the first brewer to introduce a responsibility message on every can and bottle linked to an educational website outlining the impact of irresponsible consumption.
The online campaign can be found at: www.knowthesigns.com
written on 19.11.2008 um 07:17.
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