Heineken partners with Uber as part of the Enjoy Heineken responsibly campaign
Heineken® is committed to making the moderate consumption of alcohol more aspirational, through the continued promotion of their Enjoy Heineken® Responsibly (EHR) campaign. Heineken® launched the campaign in June 2017 with a TV commercial featuring Sir Jackie Stewart and has now taken it to the next level by partnering with Uber this summer and festive season, at some of their key events to encourage no drinking and driving.
Heineken® advocates against drinking and driving through various initiatives, with the Uber partnership being just one of them. Heineken took the opportunity to extend this message on the 7th of October at the Spring Fiesta event, with over 13000 partygoers. This was the beginning of a larger commitment, which sees Heineken® giving away R500 000 in Uber vouchers at events between October and December. This will bring to life and reinforce the message of “when you drive, never drink” – a message promoted by Sir Jackie Stewart in the Heineken® TV commercial.
Apart from building awareness through activations at Spring Fiesta and other upcoming events, Heineken also has Uber Zones at key events, with water stations offering complimentary water and designated Uber pick-up’s for attendees.
“Our consumers are very important to us, and so is their safety. We need to do our part in educating South Africa on responsible consumption in order to have a sustainable future.” – Themba Ratsibe, Marketing Manager of Heineken®.
Alon Lits, Uber’s General Manager of Uber Sub-saharan Africa adds, “We’re proud to be a part of Heineken’s campaign to promote responsible consumption. We know from our data that year end and the festive season are busy periods for our riders, and we hope to encourage all South African’s to be more responsible – drinking and driving should never be a consideration when alternate options are readily available”.
This is not a once-off for the summer and festive period. It’s an important part of a long-term commitment beyond 2017 by Heineken® to making responsible consumption aspirational, and combating alcohol abuse in South Africa and abroad. This is reflected by the minimum commitment of 10% of Heineken’s media spend going towards EHR campaign activities.