Heineken Moderate Drinkers Wanted
Heineken is running “Moderate Drinkers Wanted,” an integrated global marketing campaign championing responsible alcohol consumption. Rooted in research that shows responsible drinking is becoming the preferred means of enjoyment for those 21+, Heineken® is using the campaign to encourage men to drink responsibly during their nights out by showcasing how potential partners may find those who practice responsible behavior more approachable. The “Moderate Drinkers Wanted” commercial brings together women in Los Angeles bars and the subway to sing a version of Bonnie Tyler’s 1986 hit “I need a Hero”.
Chapters One and Two
“Moderate Drinkers Wanted” is the third chapter in Heineken®’s ongoing commitment to highlighting responsible consumption as the best way to make the most of your celebrations. The commitment kicked off in 2011 with the launch of “Sunrise,” a campaign which brought to life the powerful idea that there are no limits when you know your limits. The second instalment launched in 2014, ‘Dance More, Drink Slow,’ was built around a pioneering partnership with DJ Armin Van Buuren.
“This study shows responsibility is becoming an active – and attractive – choice for a motivated generation who want to stay in control,” said Nuno Teles, Chief Marketing Officer, Heineken USA. “Drinking responsibly enables millennials to shape their own reputation and to make the best of every opportunity that comes their way.”
Data for the campaign was collected by Canvas8, who polled 5,000 21-35 year-old premium beer drinkers in five countries. The key findings revealed the following:
“A Moderation Movement”
- Three out of four millennials (75%) limit how much alcohol they drink on the majority of their nights out.
- Nearly four of every ten surveyed (38%) state that they moderate their alcohol consumption every single time they go out.
“Masters of their Universe”
- Well over two-thirds of millennials (69%) cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out.
- More than a third of those surveyed (36%) admit they have suffered “social shaming” after appearing to be drunk in a photo on social media.
“Quality Over Quantity”
- The x-factor for a great night out is shifting, with millennials prioritizing good food and friends over excessive alcohol consumption. They are also searching for ‘new experiences’ (49%) rather than the same old ‘great entertainment’ (39%).
- When it comes to finding ‘the one,’ nearly all (97%) believe that drinking excessively is not conducive to meeting someone and falling in love.
- The vast majority of survey participants (88%) accept that they are responsible for how their life turns out.
- Nearly three-fourths of those surveyed (71%) believe that their life is better when they moderate their behavior.
- Nearly seven out of 10 (69%) feel they have to work harder for career success than their parents.
The Heineken Moderate Drinkers campaign was developed at Publicis Italy by executive creative directors Bruno Bertelli, Cristiana Boccassini, associate creative director Michele Picci, art director Simone di Laus, planners Bela Ziemann, James Moore, producer Mariella Maiorano, account manager Jana Uhlarikova, account director Lorenza Montorfano
Filming was shot in Los Angeles bars and the subway by director Nicolai Fuglsig via MJZ with executive producer Debbie Turner, producer Laurie Boccaccio, and production supervisor Adriana Cebada More.
Media was handled at Starcom Mediavest Group.
Post production and VFX were produced at Nineteen Twenty Post by VFX supervisors Ludo Fealy and Ryan Hadfield, producer Sally Pritchett, Nuke VFX team Robert Lilley, Graeme Eglin and Chrys Aldred.
Music was produced at Soundtree, London, by orchestrator/producer Evan Jolly, and producers Peter Raeburn.