WHITE PLAINS, N.Y.,
Nov. 7, 2017 /PRNewswire-USNewswire/
-- Heineken® today announced its 'Drink OR
Drive' campaign to change consumer behavior and promote responsible
decision-making over the holidays. From November 3, 2017, to January 3, 2018, Heineken® is using
the Evite® digital invitation platform to
encourage consumers aged 21+ to decide early on - at the point of
RSVP - whether they will be drinking or driving at holiday events
and celebrations. As part of the campaign, Evite users in 11 cities
will also receive discounted Uber rides from
Heineken®.
As part of its commitment to advocate responsible consumption,
Heineken® is examining the expression "don't drink and
drive." The 'and' connector innately implies that the two
activities go together. By replacing the word 'and' with 'or,'
Heineken® is asking consumers to make a choice: Drink OR
Drive.
Every day, social pressures and behavioral norms interfere with
responsible decision-making. According to a global study by
Heineken®, 77 percent of respondents think there are
circumstances where it is acceptable to drink and drive, while 49
percent get 'caught up having fun' and find it hard to plan ahead.
Through this new partnership with Evite and Uber,
Heineken® is encouraging everyone to plan ahead so that
they can enjoy the holiday season more safely and responsibly.
"The 'Drink OR Drive' campaign aims to influence more
responsible decision-making. This isn't about discouraging drinking
– it's about rewarding people who are making responsible decisions
early on about whether they will be drinking or driving during
festivities," said Stephanie
Johnston, Director of Corporate Social Responsibility at
HEINEKEN USA. "That's why
Heineken® is offering Uber discount codes as a reward to
consumers who make either choice. As long as you pick either
drinking or driving - never both - you deserve to be rewarded."
"We are thrilled to partner with Heineken®, a company
that shares our commitment to bringing people together," added
Victor Cho, Chief Executive Officer
of Evite. "We fully support their ongoing efforts to reduce the
risk of drunk driving by helping to change attitudes and behaviors.
Our partnership over the holidays will help give our hosts and
guests peace of mind, while reinforcing the importance of this
issue."
Responsible consumption is key to the sustainable growth of
Heineken's® business and is part of the company's
Brewing a Better World platform, which is woven into ethos of the
company. Since 2004, the 'Enjoy Heineken Responsibly' campaign has
made responsible consumption and moderation aspirational to
consumers globally. 'Drink OR Drive' is just one of many U.S.
activations, which includes the Health Alliance on Alcohol, a
national public initiative to prevent underage drinking.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading high end beer
importer, is a subsidiary of HEINEKEN International NV, the world's
most international brewer. Key brands imported into the U.S. are
Heineken®, the world's most international beer brand, the Dos Equis
Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders.
HEINEKEN USA also imports Amstel
Light, Amstel Xlight, Indio, Carta
Blanca and Bohemia brands. For the latest information on our
company and brands, follow us on Twitter @HeinekenUSACorp, or visit
HEINEKENUSA.com.
About Evite
Evite is the world's leading digital
platform for bringing people together. With free, easy-to-use
invitation designs, inspirational video content, and a private
sharing feed for photos and conversations, Evite makes coming
together face-to-face effortless and more memorable for its 100+
million annual users. The company currently sends 20,000
invitations every hour and handles hundreds of millions of RSVPs
every year. One in four people in the
United States receives at least one Evite invitation each
year, and the company has sent over 2 billion event invitations in
its history. Launched in 1998, Evite is headquartered in
Los Angeles and is a subsidiary of
Liberty Interactive Corporation, attributed to the Liberty Ventures
Group (NASDAQ: LVNTA, LVNTB).
Contact:
Christina
Kaiser
ckaiser@apcoworldwide.com
212-300-1816
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SOURCE Heineken