Heineken® commits to inspire consumers with “ When you drive, never drink” campaign

• Heineken^® continued its commitment to invest 10% of its media spend on inspiring Vietnamese consumers not to drink and drive
• By continuing its long-standing strategic partnership with the National Traffic Safety Committee (NTSC), Heineken^® will further increase the impact of When You Drive, Never Drink campaign via workshops for road safety trainers and training sessions for university students
• The signature of this year’s campaign is the launch of Heineken^® flagship outlets in Ho Chi Minh City and Hanoi, redesigning the drinking environment that encourages responsible consumption 

 

Ho Chi Minh City, 29^th August 2018 – Building on the great momentum of Heineken’s When You Drive, Never Drink campaign which was launched in 2017 and continued through Heineken’s F1 campaign earlier this year, Heineken^® has continued its long-standing strategic partnership with the National Traffic Safety Committee (NTSC) to create a positive and meaningful impact on drink driving behaviour in Vietnam. The campaign commenced last year allowed Heineken^® to reach over 8.3 million consumers, conveying responsible consumption messages to all consumers, regardless of their brand choice. By understanding the local context and consumers’ behaviour in Vietnam, Heineken^® will bring this campaign to the next level in 2018 by presenting comprehensive solutions that ensure both the safety and enjoyment of their consumers from start to finish.

Mr. Khuat Viet Hung, Vice Chairman of National Traffic Safety Committee said: “We are very pleased to pursue our partnership with members of the business sector, such as Heineken, to drive behavioral change when it comes to drink driving issue. Last year’s campaign saw positive impact on this issue. I strongly believe that together, we will be able to drive more robust change this year.”

This year, Heineken^® has partnered with Grab to provide consumers, regardless of which brand they drink, with roundtrip Grab codes in Hanoi and Ho Chi Minh City. Heineken^®’s Global behavioural research has proved that consumers do not set out to drink and drive, however, once they start to drink with their friends and family, cultural and social norms can override their good intentions. That’s why Heineken^®, in partnership with Grab, will send reminders to consumers to use complimentary Grab codes to go to their favourite outlets or when they leave. This will also greatly assist consumers to proactively plan their outings, especially if alcohol is involved.

Mr. Jerry Lim, Country Head of Grab Vietnam, said: “As a technology company with an open platform, the safety of our customers while using Grab and on road is always one of our top priorities. Grab is thrilled to be part of this meaningful journey with Heineken to communicate When You Drive, Never Drink message, and further improve our customer experience.”

Apart from providing a practical transport solution to consumers, Heineken^® aims to go above and beyond by encouraging a behaviour of responsible drinking. For the first time in Vietnam, Heineken^® will join forces with its outlet network and launch a series of flagship outlets in Hanoi and Ho Chi Minh City. What makes these outlets special are the friendly reminders and most significantly, the empowerment they provide consumers who choose not to drink and drive. The brand will continue to apply its signature wit to make responsible consumption cool, as part of its Global Enjoy Heineken^® Responsibly platform. Heineken^® will employ its expertise in consumer insight to redesign the drinking environment at outlets, reminding consumers of the key messaging: “When You Drive, Never Drink”.

When implemented in the UK, this creative initiative showed significant reduction in the number of drink drivers by 50% at some outlets with the best results. Heineken hopes to mirror the same idea and impact in Vietnam. Flagship outlets will be launched in the coming festive season in Ho Chi Minh City and Hanoi. During this time, Heineken^®’s promotion teams will be present to offer support to consumers when making responsible drinking decisions at key moments.

Behavioural change is an ambitious goal which requires long-term commitment and early intervention. Heineken^® understands that and has partnered with NTSC to organize effective workshops for road safety trainers, who are at the forefront of promoting the “When You Drive, Never Drink” message. Based on expert consumer insight, the brand will provide trainers with interactive and engaging tools and in-depth information on drink driving behaviour. Heineken^® will also empower Vietnamese university students to be future leaders of responsible consumption via a series of training sessions. Known for its innovative marketing, the brand will speak to young generations in a creative way that will inspire them to enjoy alcohol responsibly and influence others to do the same.

Mr. Alexander Koch – Commercial Director of HEINEKEN Vietnam said; “As the world’s No 1 international premium beer brand, Heineken understands our responsibility and opportunity to drive behavioral change related to drink driving. This requires long-term commitment and a roadmap with dedicated partners from the Government and private sector. Heineken is proud to pursue our strategic partnership with the NTSC under our When You Drive, Never Drink campaign. This year, by applying our Global and local expertise in consumer insights, we can provide well-rounded and innovative solutions that allow us to influence impactful change and inspire consumers to make better decisions.” 

In April, Heineken^® brought the Perfect F1 experience for the first time to Vietnam and also used this major event as a platform to communicate the When You Drive, Never Drink message to Vietnamese consumers. The event reached 50,000 people in person and millions more online, providing a huge platform to promote the message, When You Drive, Never Drink.

 ----------------------------------------------------------

About HEINEKEN Vietnam

HEINEKEN Vietnam is a subsidiary of HEINEKEN, one of the world’s leading international brewers. Originated in the Netherlands, this family-owned business with a history of over 150 years, brews and distributes over 250 beer & cider brands in more than 180 countries.

HEINEKEN Vietnam consists of HEINEKEN Vietnam Brewery Company Limited and HEINEKEN Hanoi Brewery Company Limited. HEINEKEN Vietnam Brewery Limited Company (formerly Vietnam Brewery Limited) was established in 1991, a joint venture between Saigon Trading Group (SATRA) and HEINEKEN. HEINEKEN Hanoi Brewery Company Limited (formerly Asia Pacific Brewery Hanoi Limited) was established in 1996 and is a wholly owned subsidiary of the HEINEKEN Group.

From humble beginnings with only 20 employees in Vietnam, HEINEKEN Vietnam is now the second largest brewer in Vietnam with more than 3,000 employees. HEINEKEN Vietnam makes a significant annual economic contribution to Vietnam, amounting to approximately 0.88% of the nation’s total GDP.

In Vietnam, HEINEKEN produces and distributes Heineken, Tiger, Larue, BGI and BIVINA, Desperados, Affligem and Strongbow cider. HEINEKEN has six breweries across Vietnam, in Hanoi, Da Nang, Quang Nam, Ho Chi Minh City – District 12, Vung Tau and Tien Giang.

In 2017, HEINEKEN Vietnam was recognized as the most sustainable company in Vietnam by the Vietnam Chamber of Commerce and Industry (VCCI) based on the annual Corporate Sustainability Index.

----------------------------------------------------------

For more information, please contact:

Ms. Nguyen Van Anh
Head of Communications
Heineken Vietnam Brewery Limited Company
Telephone: +84 28 3822 2755
Email: NguyenVan.Anh@heineken.com