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By John Glenday, Reporter

January 6, 2014 | 2 min read

Drinks giant Heineken has teamed up with DJ Armin van Buuren to launch a global responsible drinking campaign called ‘Dance More, Drink Slow.’

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 added: “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.”


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