Drink smart and savvy

> Heineken Malaysia’s global ‘En­joy Re­spon­si­bly Day’ en­cour­ag­ing con­sumers to cel­e­brate but drink in mod­er­a­tion

The Sun (Malaysia) - - MEDIA & MARKETING -

A Sin all as­pects of life that re­quire some form of “lim­i­ta­tion”, so too does drink­ing or con­sum­ing al­co­hol. So­cially re­spon­si­ble com­pany Heineken Malaysia (for­merly Guin­ness An­chor Ber­had), in its aim to in­spire pos­i­tive so­cial change by in­still­ing greater aware­ness on en­joy­ing re­spon­si­bly re­booted its “Drink Sen­si­bly” cam­paign last month.

GLOBAL RE­MINDER The cam­paign, which was first launched in 2010, is re­ported to have reached out to more than five mil­lion con­sumers through a range of dig­i­tal and on-ground ac­tiv­i­ties, ed­u­ca­tional pro­grammes and fes­tive cam­paigns pro­vid­ing tips, tricks and per­sua­sive rea­sons to drink re­spon­si­bly.

Less than a month ago, Heineken Malaysia, to­gether with its 65 global sub­sidiaries, ac­ti­vated the in­ter­na­tional En­joy Re­spon­si­bly Day as part of its “Cel­e­bra­tion of Mod­er­a­tion”. The pro­gramme, which ran for six weeks, wit­nessed all the Heineken brands, in­no­va­tions and part­ner­ships be­tween its own Heineken N.V., An­heuser Busch InBev and Carls­berg A/S, along with other global brew­ers – the whole jing­bang pro­moted re­spon­si­ble con­sump­tion around the world, to­gether.

MES­SAGE IN A BOT­TLE In Malaysia, the En­joy Re­spon­si­bly Day 2016 kicked off with the whole range of Heineken Malaysia brands en­gag­ing so­cial me­dia users to drink re­spon­si­bly through “cre­ative prompters”. These in­cluded mes­sages like Heineken’s “There’s No Rush”; Tiger’s “Drink a lit­tle, Talk a lot, Laugh non-stop”; and Guin­ness’ “Wa­ter keeps the thirst for great­ness go­ing”.

The cam­paign also in­volved a part­ner­ship with Uber which pro­vided 400 dis­counted rides to and from TREC KL where the cam­paign En­joy Re­spon­si­bly Day 2016 event was launched.

PARTY SMART Said Heineken Malaysia cor­po­rate re­la­tions and le­gal di­rec­tor Renuka In­drara­jah, “Heineken Malaysia wants con­sumers to en­joy qual­ity ex­pe­ri­ences by drink­ing mod­er­ately and sen­si­bly.” Through its pro­gramme, it aims to cre­ate a com­mu­nity of ad­vo­cates for re­spon­si­ble con­sump­tion by fos­ter­ing part­ner­ships with its busi­ness part­ners, dis­trib­u­tors, re­tail out­lets, con­sumers and em­ploy­ees Renuka in­formed.

Con­fi­dent is she that Heineken Malaysia’s con­certed ef­forts will re­sult in pos­i­tive change – the rea­son for its greater scale of ed­u­ca­tion, aware­ness and outreach ini­tia­tives to drive the mes­sage across. For more in­for­ma­tion, visit the Heineken Malaysia web­site.

It is ad­vis­able to eat be­fore and while con­sum­ing al­co­hol.

Tips and tricks to drink­ing smart and sen­si­bly.

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