Heineken
Drink or Drive
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Challenge/
Heineken wants to be the leader of changing the beer consumption landscape in order to increase their brand value among consumers who see Heineken as the pioneer of Drink or Drive.
Insight/
The ambiguity of the “Drink Responsibly” and “Drink in Moderation” messaging allows millennials to justify and internally negotiate within themselves the choice to operate a vehicle after drinking.
Strategy/
THERE IS NO NEGOTIATION. When you drink, you CAN NOT drive.
Concept/
Replace ambiguity with clarity by communicating Zero=Zero.
Campaign-kick off: An Act of Vandalism
Campaign begins with placing Heineken’s existing ads with Drink in Moderation and Drink responsibly messages and then a week later vandalizing those ads to create a buzz. We are removing the language of ambiguity and replacing it with clear language.
Reveal of the corporate vandalism. Follow press and media coverage Heineken USA CEO Ronald den Elzen reveals that the vandalism was actually his doing. To abruptly end the ambiguity and replace it with Zero=Zero.
The same afternoon the CEO gets on TV, the Employees will receive an email from the Heineken CEO informing them about the change of the language.
By inviting journalists to a media-only happy hour to demonstrate the brand’s commitment to this cause and help them understand why they need to adopt the same mindset and practices in their reporting.
Official Campaign Launch Press Release
Following the media Happy Hour, we will distribute a guerilla press release announcing the launch of the campaign in a tracked-changed format to imitate vandalizing ambiguous drinking and driving language.
Heineken Bowl Pop-up
The bowling game rules will be changed for the pop up event. In this case the bowling game will be called the Zero Sum Game. In this bowling game the more gutter balls you make the better your chances of winning. Gutter balls will award you zero points.
During the pop-up event visitors will also take part in the act of changing ideology to ZERO=ZERO by vandalizing ads with spray paint and sharing via social media.
Heineken Street Team
To serve as an interactive method to educate the target audience about the zero equals zero messaging.
Heineken Virtual Dice
Consumers can roll the virtual dice for true random decision making.
All Heineken events will be streaming on the public Green Room website.