Heineken® Unveils New "When You Drive, Never Drink" Campaign Featuring Two Formula 1 World Champions

Amsterdam (ots/PRNewswire) - Heineken® has launched a new When You Drive, Never
Drink responsible consumption campaign featuring father and son duo, and former
Formula 1 World Champions, Keke and Nico Rosberg.

Through a relatable story of familial rivalry where the pair compete with each
other in activities such as tennis and fishing, the TV commercial highlights
that no matter how confident a driver you are, the best driver is always the one
that doesn't drink and drive. Watch the new commercial here
(https://www.youtube.com/watch?v=iN3pKkuYqtM&feature=youtu.be).

The insight for the campaign was drawn from Heineken®'s global research on drink
driving triggers.[1] This shows that overconfidence in driving ability after
consuming alcohol is a key cause of drink driving. The research also showed that
the prominence of alcohol-free options, including Heineken® 0.0, made a positive
impact on drink driving behaviour.

Gianluca Di Tondo, Senior Global Brand Director Heineken® said; "For our When
You Drive, Never Drink campaign to have impact, we first needed to delve into
the deep-rooted causes of drink-driving. Our global research discovered that,
while people don't set out to drink and drive, often when we're at the point of
decision making, our good intentions falter in the face of temptation. These
insights have given us the opportunity to better target our marketing to make
real impact by developing a new communications campaign which focusses on the
root causes of drink driving."

Nico Rosberg, Heineken®'s When You Drive Never Drink ambassador said: "Heineken®
has devoted part of its F1® partnership to conveying a clear and compelling
responsibility message that I myself share - one that leaves consumers in no
doubt - when you drive, you never drink. The latest campaign conveys a really
powerful message that, regardless of whether you're a professional driver or
not, abstinence behind the wheel is the only option."

The campaign includes a 30, 60 and 95 second film, supporting digital and social
assets and will be launched in multiple countries around the world. The film can
be viewed on TV, online and across social media and is available in different
formats. Heineken® will continue to communicate a powerful When You Drive, Never
Drink message to a global audience through F1 circuit branding, TV, digital
activations, live fan experiences and events, dedicated PR initiatives and
packaging/point-of-sale activations.

HEINEKEN is committed to responsible consumption and uses the power of the
global Heineken® brand to make moderate drinking cool. Every year, the company
directs 10% of media spend to promoting responsible drinking across all
operating companies selling Heineken®, with a special focus on When You Drive,
Never Drink.

[1] 1,000 drivers aged 25-54 in 10 markets (10,000 total) who consume alcohol at
least once a month. Markets: Brazil, China, India, Italy, Mexico, South Africa,
Netherlands, United Kingdom, United States and Vietnam.

Video: https://www.youtube.com/watch?v=iN3pKkuYqtM
Photo:
https://mma.prnewswire.com/media/1095256/Nico_and_Keke_Rosberg.jpg
Photo:
https://mma.prnewswire.com/media/1095257/Heineken_TV_commercial.jpg
Photo: https://mma.prnewswire.com/media/1095258/When_You_Drive_Never_
Drink.jpg
(https://mma.prnewswire.com/media/1095258/When_You_Drive_Never_Drink.jpg)

Additional content: https://www.presseportal.de/pm/19187/4530707
OTS: Heineken