The Amstel and Heineken lager owner will distribute free Waze vouchers to encourage consumers in the US not to drive when they drink. Heineken is the first alcohol brand owner to partner with Waze in the country.
The campaign initially rolls out in California from the start of the Memorial Day weekend tomorrow, “with room to expand to other markets”, according to Heineken.
The group’s chief corporate affairs officer, Josephine Bertrams, said: “We’re working with Waze to encourage people to make safe and smart decisions as they spend well-deserved time with family and friends this Summer.”
The Waze partnership builds on Heineken’s ‘When You Drive, Never Drink’ global responsible consumption campaign. An activation from the initiative last year featured father-and-son Formula One drivers Keke and Nico Rosberg.
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By GlobalData
