Heineken builds responsible drinking ad into Open Your World campaign

Heineken builds responsible drinking ad into Open Your World campaign

Heineken has launched the latest in a series of advert campaigns designed to promote responsible drinking.

Heineken said today (12 December) that the tagline for its new campaign is: "Sunrise belongs to moderate drinkers." The campaign, which will have a "strong emphasis" on social media, as well as using YouTube and television, will be centred around consumption of Heineken's namesake lager brand.

The brewer said that the advertising around responsible drinking ties in with its 'Open Your World' global advertising campaign. In the full length ad, which runs for 85 seconds, the male 'hero' character from Heineken's other recent adverts is shown in a club opting for bottled water instead of beer. He is then depicted having a good time, while other drinkers fall by the wayside.

To view the ad, see below.