WHITE PLAINS, NY: Heineken has launched a new phase of the "Open Your World" campaign, encouraging consumers through social media to drink responsibly.
The campaign extension, “Sunrise belongs to moderate drinkers,” showcases Heineken's “Man of the World” icon turning down drinks at parties and still having a great time.
“This campaign promotes the cool factor of moderation,” said Tara Carraro, senior director of corporate communications at Heineken USA. “Heineken believes responsible consumption is key to the sustainable growth of Heineken and it is the right thing for the world's most international beer brand to do.”
To promote the initiative, the brand is engaging consumers through various social media channels, including Twitter, YouTube, and a Facebook app that asks them to upload their best sunrise photos. Heineken will post the best photos on its Facebook wall and retweet them from its Twitter account.
MSLGroup New York, Heineken USA's AOR for six years, is leading the brand's global PR efforts and handling media activation in the US, said Carraro. A team of six staffers on Heineken's PR team is working with MSL on the outreach efforts. Digital agency AKQA is also aiding the effort.
“The team developed media materials for the campaign and produced a global toolkit that was distributed to Heineken's local agencies around the globe,” said Carraro. “The toolkit provided background and details on the campaign and timelines, as well as story themes and angles to ensure a strong, cohesive execution of a media campaign that reaches the Man of the World audience worldwide.”
MSL and Heineken will pitch consumer and trade media around the globe to “build consumer awareness” in local markets, Carraro added.