The tie-up aims to promote moderate drinking on nights out and is accompanied by a new music track, ‘Save My Night’, and a short film ‘The Experiment’, both of which were produced by Armin van Buuren.
These document a social experiment in which covers two separate nights out in the same club where the only difference was the DJ, highlighting their ability to influence the drinking behaviour of revellers.
Gianluca Di Tondo, senior director at Heineken commented; “For us, ‘Dance More, Drink Slow’ is an opportunity to create a moderation movement – a fresh look at how we approach the single most difficult issue that affects our industry today. Collaborating with Armin Van Buuren – another iconic Dutch brand – to create “Save My Night” sends a clear message to consumers that they can enjoy themselves, while also remaining in control.”
Armin van Buuren said: “When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost.”
“The reason I have partnered with Heineken on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behavior change. Drinking responsibly is an important issue and being able to use music, specifically the “Save my Night” track, to innovatively deliver that message directly to fans on the dance floor is unique,” added van Buuren.
The campaign is bolstered by a refreshed “Sunrise” TV spot, a campaign that first aired in 2011, bringing to life the powerful idea that there are no limits, when you know your limits. It highlights that by enjoying Heineken in moderation, the Heineken drinker has the opportunity to engage with friends, meet new people and have a longer, more memorable night. “Dance More, Drink Slow” now takes this message to a new level.
Launching in more than 20 countries globally, “Dance More, Drink Slow” builds on this long standing commitment to the “Enjoy Heineken Responsibly” message, which has been seen across the world since 2004 through Heineken’s sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events including the Ultra and Coachella music festivals. The messaging also appears on hundreds-of-millions of bottles and cans annually.