Heineken launches the latest edition of its #SocialiseResponsibly initiative

New Heineken TV commercial gives a fresh perspective on social distancing in bars around the world

Heineken, a multi-time winner of the World Branding Awards, has launched a new through the line campaign titled ‘Back to the bars’ as part of its global initiative, #socialiseresponsibly.

The global campaign is aimed at supporting the HoReCa around the world, by celebrating their re-opening whilst reminding consumers to behave responsibly. In fact, only by respecting safety regulations in the “new normal”, consumers will help bars to remain open and therefore will be able to continue to enjoy nights out with friends. The engaging call to action is “socialise responsibly to keep bars open”.

Heineken has a long history of being a responsible brand. In the past, the brand has used its world-famous creativity to develop campaigns such as “Enjoy Heineken Responsibly” and “When You Drive, Never Drink” that make a tangible impact.

“Given the unprecedented circumstances we find ourselves in, we looked at how we can play a part in helping our consumers cope with the current situation, and also specifically on how we can support our on-trade partners to weather the extremely challenging business climate,” said Bram Westenbrink, Senior Director Global Heineken Brand.

“We were inspired by real-life experiences that everyone can relate to. Whilst the new bar experience can be awkward and may take time getting used to for customers and bar staff, we wanted to celebrate their return and remind people that respecting the new rules is important. After all, there’s one thing better than the first night out, another night out.”

The campaign includes 60”, 30”, 15” films, digital, social assets and multiple on trade initiatives to help bars reminding consumers to socialise responsibly in the very moment of consumption, when they are more likely to “forget” while having fun with friends. “Back to the bars” will be launched in multiple countries in 2020.

 

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