Top DJ works with Heineken on responsible drinking


Armin Van.BuurenHeineken has teamed up with one of the world’s top DJs for a new campaign to encourage young adults to drink responsibly when out clubbing.

Dutch DJ Armin van Buuren (pictured) has created a new track called “Save My Night” which encourages and celebrates moderation during a night-out. It can be accessed via Spotify at http://bit.ly/SaveMyNight_SP.

It is part of a campaign running in 42 countries including the UK called “Dance More, Drink Slow”, which focuses on making moderate drinking “aspirational” and people staying in control when out clubbing.

Armin said: “When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation so that the moment is not lost.

“The reason I have partnered with Heineken on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behaviour change.

“Drinking responsibly is an important issue and being able to use music, specifically the ‘Save my Night’ track, to innovatively deliver that message directly to fans on the dance floor is unique.”

The new activity follows the launch of the “Sunrise” campaign for the Dutch beer brand in 2011 which brought to life the idea that “there are no limits when you know your limits”. It builds on the company’s long-standing commitment to “enjoy Heineken responsibly” which appears in sponsorship messages and on bottles and cans.

Alexis Nasard, global chief marketing officer and president of Western Europe at Heineken, said: “As an industry leader, Heineken wants to contribute to the positive role of beer in society by making moderation aspirational for consumers.

“We believe that we can be more effective in making positive behaviour aspirational by utilising our creativity and tackling the issue of abuse in an engaging and relevant way.”

Gianluca Di Tondo, senior director global Heineken brand, added: “For us, ‘Dance More, Drink Slow’ is an opportunity to create a moderation movement – a fresh look at how we approach the single most difficult issue that affects our industry today.

“Collaborating with Armin van Buuren – another iconic Dutch brand – to create ‘Save My Night’ sends a clear message to consumers that they can enjoy themselves while also remaining in control.”

The “Dance More, Drink Slow” campaign will also be brought to life through “The Experiment”, a film featuring Armin van Buuren. The social experiment focuses on two separate nights out in the same club with the only difference being the DJ.

The film demonstrates the influence a DJ has on consumers to change their behaviour to dance more and consequently drink slow. It can be viewed on YouTube at http://youtu.be/WRup4Xk7uKE.

The campaign will be rolled out in more than 20 countries and will be supported by a series of integrated experiential activities targeting young adults during their nights out.


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