Heineken announces new global campaign focusing on making moderate drinking an aspirational behavior for young people

, January 6, 2014 () – Brewing giant Heineken is backing a new campaign which focuses on making moderate drinking an aspirational behaviour for young people.

The global campaign, called 'Dance More, Drink Slow', is centred around a new track by DJ Armin Van Buuren called 'Save my Night', which encourages and celebrates moderation during a night out. Available in 42 countries, fans can access the track http://bit.ly/SaveMyNight_SP

In 2011, the company launched 'Sunrise', a campaign which brought to life the powerful idea that there are no limits, when people know their limits. It highlighted that by enjoying Heineken in moderation, Heineken's 'Man of the World' has the opportunity to engage with friends, meet new people and explore new experiences.

'Dance More, Drink Slow' now takes this message to a new level.

The new campaign builds on this long standing commitment to the 'Enjoy Heineken Responsibly' message which has been seen across the world since 2004 through Heineken's sponsorships platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events. The messaging also appears on hundreds of millions of bottles and cans annually.

Global chief marketing officer and president of Western Europe Alexis Nasard said the company wanted to contribute to the positive role of beer in society, by making moderation aspirational for consumers.

"We believe that we can be more effective in making positive behaviour aspirational by utilising our creativity and tackling the issue of abuse in an engaging and relevant way."

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