When You Drive Never Drink!

SponsoredHeinekin

Earlier this year, the most valuable international premium beer brand, Heineken, launched the When You Drive, Never Drink responsible consumption campaign that highlights that “no matter how confident a driver you are, the best driver is always the one that doesn’t drink and drive” which is true… And With the festive season finally, upon us, it’s no secret that there is a drinking and driving issue that continues to curse South Africa.

Think about it… Our country seems to always find itself listed among the top five countries in the world because of the toxic relationship South Africans seem to have with alcohol and 2020 really proved it more, right?! Our alcohol consumption is just off the charts and something just needs to happen to change that but if you want to talk facts (about drinking & driving) then statistically speaking it’s been shared that about 87% of drivers in SA have actually driven after drinking alcohol which is crazy, so there seriously is a need to disrupt that dangerous habit… 

Now Heineken’s When You Drive Never Drink campaign has effectively taken on a lead disruptive role through quite an effective solution that could be viewed as a seamless collab between Heineken, Waze and Uber. So, get this, Heineken’s When You Drive Never Drink campaign has taken advantage of the Waze platform (app) to fully spread the core responsible messaging directly to the drivers, who predominantly make use of the popular app. The premium alcohol brand is working with Waze and Uber to disrupt, change mindsets & behaviours which will ultimately save lives. 

Through this solution, 100 Heineken spots were identified and plotted on Waze which means that Waze users that search for those spots are immediately made aware of the dangers of drinking and driving before even traveling which is honestly cool & appreciated…

Yo, this solution is also applied when you’re near a Heineken spot as well as when you leave one which means you’re always made aware of the dangers of drinking & driving plus you’re at crucial times given an opportunity to make use of an Uber voucher to avoid driving yourself. Ultimately this When You Drive Never Drink campaign is truly playing its part to encourage a behavioral change in SA’s alcohol consumption problem no lie…