HEINEKEN Malaysia advocates responsible consumption with ‘When You Drive, Never Drink’ Campaign



Social media campaign to raise greater awareness on importance of moderate consumption and instil a sensible drinking culture this festive season. HEINEKEN Malaysia, through its platform Drink Sensibly (DS), has launched a 3-week social media campaign themed ‘When You Drive, Never Drink’ to educate consumers and their loved ones on the importance of responsible consumption during the holiday season.

Since 2012, the annual campaign has engaged 580,000 consumers to promote the importance of moderate consumption. This year, the brewer’s campaign will serve to help consumers understand their consumption limits and appoint a designated driver for a safe, memorable night out. The campaign will also promote responsible drinking by giving consumers the opportunity to spread the message of ‘When You Drive, Never Drink’ and influence their peers through weekly contests with RM30,000 worth of giveaways.

“As a brewer, we promote the enjoyment of our products in moderation and place importance on working with like-minded partners to instil a sensible drinking culture amongst our consumers. With the DS platform, we are able to creatively remind our consumers how to keep themselves and others safe through responsible drinking, and we aim to affect impactful change by inspiring our consumers to make better decisions through fun and simple, yet important tips and tricks. This year’s campaign in particular reinforces the importance of having a designated driver on a night out of celebrations,” says Renuka Indrarajah, Corporate Affairs & Legal Director, HEINEKEN Malaysia.

The annual festive campaign will run on Drink Sensibly MY’s Facebook page from now until 3 January 2020. It will continue to feature the 5 tips to drink sensibly: EAT, MOVE, HYDRATE, PACE and TAXI HOME through interactive visuals. The campaign will also host creative contests to drive the importance of designated drivers as part of the campaign theme ‘When You Drive, Never Drink’. Each week, participants will stand a chance to win attractive prizes including Xiaomi YI Smart Dash Camera, staycations at Glamz@Genting, limited-edition Heineken merchandise and GRAB vouchers to ensure people reach their destinations safely.

DS is also enlisting the help of two social media influencers: Dennis Yin and Olivia Shyan to amplify awareness and engagement with the campaign. To date, the brewer has channelled RM6.8 million to advocate responsible consumption through its Drink Sensibly platform and Heineken®. Its Heineken® brand continues to stay committed to investing 10% of its media spend on inspiring consumers not to mix drink and drive through on ground and online activations.

Drink Sensibly is rewarding responsible consumers with prizes for participants of the ‘When You Drive, Never Drink’ campaign from 11 December 2019 until 3 January 2020. Prizes will be announced weekly. To enter, simply follow DS Facebook where contests will be announced weekly on www.facebook.com/drinksensiblyMY.

Follow our DS friends too:
Dennis Yin - @DennisYin
Olivia Shyan - @oliviashyan

For interviews and media queries, please contact Vox Eureka:
Crystalbelle Lau
Director
crystalbelle@voxeureka.com

Christine Lim
Executive
christine@voxeureka.com

About Drink Sensibly
Drink Sensibly (DS) is Heineken Malaysia Berhad’s responsible drinking platform and a key Corporate Responsibility initiative. Drink Sensibly was initiated in 2010 because the Company wants to make sensible drinking a valued and enjoyable part of life. We want consumers to enjoy our brands and have good drinking experiences by drinking moderately and sensibly.

HEINEKEN Malaysia is committed to lead the responsible consumption agenda. Our goal is to build a sensible drinking culture within the Company and externally, with our trade partners, consumers, customers and the local community.

For more information, visit https://www.facebook.com/drinksensiblyMY/

Heineken Malaysia Berhad
About Heineken Malaysia Berhad

HEINEKEN Malaysia with its portfolio of iconic international brands is the leading brewer in the country. The Company brews, markets and distributes:
• The World’s No. 1 international premium beer Heineken®
• The great taste of Heineken® with zero alcohol Heineken® 0.0
• The World-acclaimed iconic Asian beer Tiger Beer
• The crystal-cold filtered beer Tiger Crystal
• The World’s No. 1 stout Guinness
• The World’s No. 1 cider Strongbow Apple Ciders
• The New Zealand inspired cider Apple Fox Cider
• The all-time local favourite Anchor Smooth
• The premium Irish ale Kilkenny
• The real shandy Anglia

HEINEKEN Malaysia also produces the wholesome, premium quality non-alcoholic Malta. HEINEKEN Malaysia’s brand portfolio also includes the No. 1 German wheat beer Paulaner and Japan’s No. 1 100% malt beer Kirin Ichiban.

HEINEKEN Malaysia through its e-commerce platform, Drinkies.my now delivers chilled beers and ciders on demand, within 60 minutes or as scheduled. Drinkies.my also offers freshly tapped draught beer to cater for home parties and other events including weddings and corporate dinners. For enquiries, call 012-2818888 or visit www.drinkies.my

The Company continues to lead the responsible drinking agenda through its Drink Sensibly campaign.

The corporate social responsibility arm of HEINEKEN Malaysia, SPARK Foundation was established in 2007 to grow with local communities in the areas of environmental conservation and education for a better tomorrow. Be the SPARK for change and visit www.sparkfoundation.com.my for more information.

Listed on the Main Market of Bursa Malaysia, HEINEKEN Malaysia’s principal shareholder is GAPL Pte Ltd based in Singapore. GAPL Pte Ltd is 100% owned by Heineken N.V.
For more information please visit: www.heinekenmalaysia.com

For more information please visit: www.heinekenmalaysia.com


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