The brewer has confirmed that experiential will form part of the campaign, which aims to make drinking in moderation cool. Experiential will be supported by digital activation and a new TV commercial.
The latter is currently live on YouTube and will be shown in cinemas from tomorrow (15 January).
Heineken stated it is investing 10% of its media spend into responsible drinking campaigns. The brand will also be delivering this message through its sponsorship of the Uefa Champions League, Rugby World Cup and various global music events.
David Lette, Heineken brand director, said: "Our campaign provides an opportunity for both retailers and publicans to drive sales value by offering premium brands for consumers to trade up to, treating themselves to one or two more premium drinks, rather than purchase a higher volume of lower value drinks."
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