Heineken® partner with Sir Jackie Stewart to deliver compelling road safety message in latest responsibility campaign
Dublin, Thursday, 3rd November 2016: HEINEKEN Ireland has unveiled a new TV campaign featuring global Formula 1® legend – and road safety pioneer - Sir Jackie Stewart to deliver a compelling don’t drink and drive message. “When You Drive, Never Drink” is the latest chapter in Heineken’s® long term commitment to encourage responsible drinking.
The 30 second TV spot will break on Thursday, 3rd November 2016 and the campaign will feature a mix of TV and social media. The ad creatively communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drive, you never drink. It reinforces HEINEKEN’S view that when you’re behind the wheel, abstinence is the only option.
The debut of HEINEKEN’s “When You Drive, Never Drink” campaign comes at a time when the Road Safety Authority (RSA) and An Garda Síochána have renewed their focus on tackling drink driving behaviour due to reported increases in the incidence of drink driving in the past year alone*.
Since 2014 the Heineken® brand has committed 10% of its annual media spend to campaigns that communicate the importance of responsible consumption. The previous “Sunrise” and “Dance More, Drink Slow” campaigns delivered an impactful moderation message but this latest campaign marks a shift in focus towards tackling drink driving behaviour.
Commenting on the new campaign Maggie Timoney, Managing Director of HEINEKEN Ireland, said: “HEINEKEN Ireland is proud of our long standing commitment to actively advocate moderation and the responsible consumption of our products and this latest safety campaign is one of our most important yet. Sir Jackie Stewart’s track record in road safety is unparalleled, with nearly 50 years of pioneering work under his belt. He is an excellent role model for being alert and in control when behind the wheel and is a superb spokesperson to connect with audiences to deliver this important and timely responsibility message on behalf of Heineken®. When you drive, never drink”.