Marketing Heineken Social Good

Heineken campaigns against drink driving as study unveils behavioural causes


By John McCarthy | Opinion editor

September 4, 2017 | 3 min read

Amsterdam-based drinks brand Heineken is upping its social good footprint as it reveals the findings of its self-commissioned research into the unlawful and dangerous behavior, drink driving.

Heineken tackles drink driving

Heineken tackles drink driving with new study

Expanding upon its Enjoy Heineken Responsibly platform and touching down after its sponsorship of the Italian Grand Prix, the company, working with behavioural design expert, Sille Krukow, is looking to use the power of its brand to combat the causes of drink driving at its root.

The global study of 10,000 people who have driven after consuming alcohol, found that 79% of respondents plan their journey before a night out. Naturally all good plans can fail. The study links drink driving to cultural and societal norms, which have the ability to override any good intentions in the heat of the moment.

Half of drink drivers would not describe their behaviour as ‘drink driving’, a quarter think drink driving is accepted by their culture and only 43% were concerned about getting caught by the police. Providing more insight, 64% find it acceptable to drink and drive if they have eaten a lot, alternated between alcoholic drinks, or taken a short nap and half believe they can drink more than non-drink drivers before their skills are impaired.

Gianluca Di Tondo, senior director global Heineken brand, said: “Our ‘When You Drive, Never Drink’ programme gives us an unprecedented opportunity to help change attitudes and behaviours and reduce drink driving around the world. For our campaign to be effective, we really need to dig deep in order to understand the causes of the problem.”

“To play our part in reducing drink driving, we have partnered with Nudge and behavioural design expert, Sille Krukow, also a visiting professor at University of Colorado, Denver. Based on the findings of the study, and using Sille’s expertise, we will develop responsible drinking campaigns in selected markets to test and measure drink driving reduction initiatives based on nudge theory.”

Sille Krukow of Nudge added: “Changing consumer behaviour is a matter of integrating visual feedback and behavioural principles into decision making moments. The social group can be of great, positive influence on the decision not to drink and drive. We will focus on solutions that can empower the group to stay in control and positively encourage their peers to make the correct decisions.”

The research follows 2016 campaign ‘When You Drive, Never Drink’ which featured F1 veteran sir Jackie Stewart.

Marketing Heineken Social Good

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