Heineken, one of the world’s largest beer brands, has launched a global campaign to promote moderate drinking, with an ad suggesting women prefer men who choose to moderate their drinking. The ad for the campaign “Moderate Drinkers Wanted” builds on the idea that “moderation is becoming cool” and shows a series of women sing their version of Bonnie Tyler’s “I Need a Hero.” It’s Heineken’s third campaign to focus on the issue of moderation since 2011, but the first to focus on women to encourage men to drink less. “The focus has now turned to women and the influence they have over our target consumer,” said Gianluca Di Tondo, senior director of the global Heineken brand. “This female-centric approach is reflected not only in the creative execution of the TV commercial, but also in our media strategy. For example, the commercial will be seeded to women only on Facebook for the first week of our launch.”
The campaign came together as Heineken’s research found that the “millennials” are much more conscious of drinking behavior than previous generations: the beer brand’s global research found that 75 percent of millennials (21- to 35-year-olds) claims to limit their alcohol consumption on most nights out.
Read the full story at The Guardian.