Dutch brewing company Heineken International has rolled out a new advertisement to promote moderate drinking. The newly released campaign features a man turning down the offer of a beer. The advertisement campaign titled, “Moderate Drinkers Wanted”, proposes that women are inclined towards men who don’t drink excessively.
Heineken’s notice, which will keep running on TV in chosen territories and on Facebook internationally, sees the ladies in the commercial sing an interpretation of the Bonnie Tyler great I Need a Hero.”Moderation is getting to be cool,” said Gianluca Di Tondo, senior director of the worldwide Heineken brand. Di Tondo said this is the third moderate drinking notice campaign Heineken has propelled after 2011 and now the emphasis was on empowering women to urge men to moderate their drinking.
The company thinks that the focus has now swung to women and the impact they have over the target purchaser, he said. This female-driven methodology is reflected not just in the innovative execution of the TV advertisement, but also in the company’s total media strategy. For instance, the business will be seeded to women only on Facebook for the first week of their launch. Heineken announced that 10 percent of its yearly worldwide brand advertisement budget is spent on responsible drinking effort. For the first time in 20 years, Heineken paired a female sidekick with James Bond in its poster to promote the most recent Bond film Specter. Heineken’s worldwide examination, directed by Canvas8, found that 75% of millennials (21-to 35-year-olds) say they now restrict the amount of liquor on the majority of their evenings out.