Heineken Stresses Responsible Drinking with New Campaign

Omolabake Fasogbon

Lager beer brand, Heineken has restated its commitment to ensuring moderate consumption of its product, as it urged consumers to drink responsibly.

Corporate Affairs Director of Nigerian Breweries Plc., Sade Morgan explained that the organisation recently partnered with Oracle Red Bull Racing in an attempt to further drive home its advocacy campaign tagged, ‘When you Drive, Never Drink.’’

She said, “Our relationships with Oracle Red Bull Racing and Max Verstappen are all part of our strategic intent to use our association with racing and by default driving, as a platform to share our ‘Enjoy Heineken Responsibly’ message.

“This message is relevant to all of our consumers irrespective of the sport they are most passionate about. We admire the steadily growing passion for F1 in Nigeria and we are excited to have this partnership with the current F1 champion to deliver our responsibility message.”

Morgan said the organisation will continue to leverage opportunities to communicate and reiterate the brand’s message of responsible drinking.

“As you are aware, we currently sponsor the UEFA Champions League and recently brought the trophy to Nigeria as part of the UCL trophy tour. We also sponsored the Lagos Fashion and Design week. We will continue to engage with our Nigerian consumers as we have done over the years.”

Heineken recently disclosed that it had dedicated 10% of its marketing budget to drive the responsible consumption campaign so as to encourage healthy lifestyle through responsible consumption.

It informed that it will be partnering with world’s most exciting sporting and music events to also ensure that the campaign spreads.