AUCKLAND, Friday: A bold new Heineken ad campaign, launching today, looks to reduce drink driving in New Zealand – and may raise a few eyebrows.
At first glance, the locally produced ads appear to urge people not to drink Heineken. On closer inspection, small text clarifies that this applies specifically to people intending to drive.
The ads will be seen around the country at out of home sites (static and digital), in print, digital, radio, social and in office towers today in a one-day media takeover, and then throughout December and January.
“With this campaign we’re doing one of the bravest things a brand can do – telling people to not drink our product, if they’re driving.”
DB Breweries marketing director Jo Mitchell said: “At Heineken, we believe that when driving, even one drink is one too many.
“With this campaign we’re doing one of the bravest things a brand can do, and telling people to not drink our product, if they’re driving.
“Also, for the month of December, 200 Heineken bars across Auckland, Hamilton, Wellington and Christchurch will provide free Heineken 0.0 to sober drivers alongside bold and inventive point of sale, to reinforce this message in venues.”
CREDITS
Agency: Saatchi & Saatchi
Executive Creative Director: Steve Cochran
Creative Director: Cece Chu
Art Director: Mathew Aitken
Copywriter: Rebecca Sharp
Planner: David McIndoe
Group Account Director: Alina Godfrey
Senior Account Manager: Jack Close
Client: Heineken
Marketing Director: Jo Mitchell
Senior Marketing Manager, Global Brands: Matt Allen
Heineken Marketing Manager: Taylor Green
Heineken Brand Manager: Gemma Parry
Brand PR & Content Manager: Natasha MacKenzie
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