The reverse marketing of Heineken wants you to drink less, drink slowly, or even never drink.
The marketing method of any product is to evoke the desire for consumption, and thus stimulate the sales volume. However, Heineken, a Dutch brewer, first cooperated with internationally renowned DJs to promote “slow down, jump a little more”, and then sponsor the F1 event, and want fans to drink less.
Although Heineken is a beer brand, it has always spared no effort in promoting rational drinking. In addition to the global subsidiaries, they must use 10% of the marketing budget every year.
In 2014, Heineken found the world’s first DJ “Armin van Buuren” in the world, and jointly promoted the concept of “Dance More Drink Slow” to make the nightlife more exciting, and drink less will not cause a personal or social burden.
The same propaganda technique continues to the later “Hero”. Through the independent view of modern women, the change of “man will drink is the strong” is the established impression. Drinking drunk is a bear, and rational drinking is a “true hero”, even if The same is true in the night world of feasting.
In 2016, Heineken announced that he would enter Formula One(F1). By becoming a global partner, he upgraded the concept of “slow a little slower” to “If you want to drive, do not drink alcohol”. The revered Scottish F1 driver Sir Jackie Stewart, who has used technology for 50 years, expressed his belief in driving without drinking.
The Heineken classic green bottle can be seen everywhere on the F1 track, but it is covered by a red steering wheel to convey the concept of drinking without driving.
By 2017, when the fans walked into the bloody F1 track, Heineken’s trademark and the highly recognizable green beer bottle were everywhere, but the bottle was covered by a large red steering wheel. Looking from far away, it is like the banner of “anti-Heigen”, and the slogan “When You Drive Never Drink” next to it is impressive and fully fulfills the social responsibility of promoting “drinking without driving”.
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In addition to a little humor, this setting also fully demonstrates Heineken’s creativity and boldness. After all, what is more, convincing than the person who sells wine to tell you not to drink and drive? For Heineken, this is undoubtedly controversial and challenging marketing, but the cooperation with the world-class event F1 really helps to open brand awareness in more countries. Together with the two sides will work together to promote anti-drunk driving-related activities, and then bring huge business opportunities and topics, but also continue to promote the concept of rational drinking in an innovative way.
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