Heineken Malaysia has unveiled a three-week social media campaign themed "When You Drive, Never Drink" to educate consumers on the importance of responsible consumption during the holiday season. This year's campaign will serve to help consumers understand their consumption limits and appoint a designated driver for a safe, memorable night out. To amplify awareness and engagement with the campaign, it has also enlisted the help of social media influencers Dennis Yin and Olivia Shyan.
The campaign will also promote responsible drinking by giving consumers the opportunity to spread the message of "When You Drive, Never Drink" and influence their peers through weekly contests. The annual festive campaign, which began in 2012, will run on Drink Sensibly Malaysia's Facebook page until 3 January 2020. It will also continue to feature the five tips to drink sensibly - eat, move, hydrate, pace, and taxi home through interactive visuals.
Additionally, Heineken will host creative contests to drive the importance of designated drivers as part of the campaign theme "When You Drive, Never Drink". Heineken is giving out prizes including Xiaomi YI Smart Dash Camera, staycations at Glamz@Genting, limited-edition Heineken merchandise and GRAB vouchers as part of the contests.
To date, the brewer has channelled RM6.8 million to advocate responsible consumption through its Drink Sensibly platform and its Heineken brand. Its Heineken brand continues to stay committed to investing 10% of its media spend on inspiring consumers not to mix drink and drive through on ground and online activations.
“With the Drink Sensibly platform, we are able to creatively remind our consumers how to keep themselves and others safe through responsible drinking, and we aim to affect impactful change by inspiring our consumers to make better decisions through fun and simple, yet important tips and tricks," said Renuka Indrarajah, corporate affairs and legal director, Heineken Malaysia.