Heineken releases global campaign to promote moderate drinking

The latest campaign is part of a 10 year programme to encourage moderate drinking and was created by Publicis Italy.

The beer brand has released a global ad in which frustrated women stride through the city and sing I Need A Hero as drunken men slump and slumber after one too many drinks.

At the end of the ad, a man charms the woman serving him at a bar when he turns down a second bottle of Heineken and walks away, faculties in tact.

The work was written by Michele Picci, art directed by Simone di Laus and directed by Nicolai Fuglsig through MJZ London.

Heineken says the campaign is part of a 10 year programme to make moderate drinking aspirational. The aim is to change consumer thinking by showing positive behaviour instead of criticising negative behaviour.

Gianluca Di Tondo, senior director of the global Heineken brand said: "Research shows that Heineken’s consumers are starting to take heed of the moderation message. They are changing, but they need another push - from someone they care about. That is why the focus has now turned on women and what is important to them. Now it’s about moderation becoming an active choice."

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