HEINEKEN: Dance More, Drink Slow

HEINEKEN has started a moderation movement, in partnership with DJ Armin van Buuren. ‘Dance More, Drink Slow’ shows how nights are enjoyed more when you are in control. This initiative is part of our long-term commitment to tackle the misuse of alcohol, including our pledge to use our flagship Heineken^® brand to help make moderate consumption aspirational.

This is the first global responsible drinking campaign to target consumers on and around the dance floor. Armin van Buuren, the world-renowned Dutch DJ, is the new face and sound of the campaign. His ‘Save My Night’ track was developed exclusively for Heineken^® with a clear invitation to consume alcohol moderately and enjoy the evening. The moderation message is simple: stay in control and you can enjoy your night more.

The ‘Dance More, Drink Slow’ campaign has also been brought to life through ‘The Experiment’, a film featuring Armin van Buuren. The social experiment focuses on two separate nights out in the same club in Miami with the only difference being the DJ. The film demonstrates the influence a DJ has on consumers to change their behaviour to dance more and consequently drink slow. ‘The Experiment’ demonstrates the exciting possibilities that naturally occur on a night out when drinking responsibly.

The partnership with Armin van Buuren will use social media (#DMDS on Twitter and Facebook), the campaign video (‘The Experiment) and the song itself to reach a global audience throughout the year.

“The reason I have partnered with Heineken^® on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect with our audience and affect behaviour change,” says Armin van Buuren.

We believe that showing positive drinking behaviour and providing consumers with aspirational examples over time will help us to encourage a change in attitude towards moderate drinking. Through ‘Dance More, Drink Slow’ we want to change perceptions so that drinking in moderation becomes the cool option.

Click here to learn more about our approach to responsible consumption.

Brewing a Better Future: It is HEINEKEN's strategy for creating shared, sustainable value: for our company, for society and for the planet. And it is fundamental to how we do business. Developed with our stakeholders and based on insight into global trends, our strategy focuses on the four areas where we can make the biggest difference: water, CO2, local sourcing and responsible consumption. These are underpinned by our values and behaviours: living our values, leading by example, and working together to make a difference.