Heineken Launches 'Dance More, Drink Slow' Campaign

AMSTERDAM -- Heineken today launched its "Dance More, Drink Slow" campaign in an effort to make moderation consumption aspirational.

To bring the movement to life, the international brewer partnered with renowned Dutch disc jockey Armin van Buuren and created a film called "The Experiment," which features van Burren and is directed by Philip Andelman, who has worked with superstars such as Beyonce, Rihanna, Jay-Z and more. "The Experiment," seen above, shows an ordinary social experiment with ordinary "club goers" during two separate nights out in the same Miami club. The only difference is the DJ. The video demonstrates that when people take their focus off drinking, they will actually dance more and have a better night, according to Heineken.

"The reason I have partnered with Heineken on 'Dance More, Drink Slow,' is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behavioral change," van Buuren stated. "Drinking responsibly is an important issue and being able to use music, specifically the 'Save My Night' track, to innovatively deliver that message directly to fans on the dance floor is unique."

Accompanying the campaign is a revamped "Sunrise" TV spot, which highlights that by enjoying Heineken in moderation, consumers have the opportunity to engage with friends, meet new people and have a longer, more memorable night, the company stated.

"For us, 'Dance More, Drink Slow' is an opportunity to create a moderation movement -- a fresh look at how we approach the single most difficult issue that affects our industry today," said Gianluca Di Tondo, senior director Global Heineken Brand at Heineken. "Collaborating with Armin Van Buuren -- another iconic Dutch brand -- to create 'Save My Night' sends a clear message to consumers that they can enjoy themselves, while also remaining in control."

The "Dance More, Drink Slow" campaign launched in more than 20 countries globally and builds upon Heineken's long-standing "Enjoy Heineken Responsibly" message, which has been shared across the world since 2004 in various sporting and music events, as well as on the brewer's bottles and cans. The movement is also being promoted on social media via #DMDS.

Heineken USA Inc. is a subsidiary of Heineken International BV and imports European brands into the United States, including Heineken Lager, Heineken Light, Amstel Light, Strongbow cider and Newcastle Brown Ale.

As CSNews Online previously reported, Newcastle Brown Ale recently launched its own national program promoting safety to coincide with the release of Newcastle Cabbie Black Ale.