With actions in the digital and physical environments, the company wants to promote a discussion about conscious consumption
The Responsible Alcohol Consumption Day, which is held every year on the third Friday of September, is one of the most important dates for the alcoholic beverage market to reinforce actions that encourage moderation in the consumption of alcoholic beverages. With that in mind, the two largest breweries in the country are developing with some initiatives in the field.
The Heineken Group is investing in actions in the digital and face-to-face environment to encourage conversation about responsibility. From 12pm to 6pm, Localiza customers can participate in the Safe Gift at the units at Congonhas Airport and Guarulhos Airport. When picking up a car, drivers will have the opportunity to toast for free with a Heineken 0.0, zero-alcohol version of the brand.
“We are excited to be part of this action with the Heineken Group and offer our customers yet another differentiated experience. So, a toast to this partnership that meets our commitment to the discussion on safe driving, which is so urgent and necessary”, said Antonio Augusto, marketing director at Localiza.
On the digital side, the Group entered into a partnership with the designer, illustrator and influencer Rafaella Tuma, who will bring to life a relaxed illustration to lighten the subject and engage adults and young people in reflection. The content was published on the company’s official page on Instagram and replicated on Rafaella’s page. The expectation that digital action will impact 420 thousand people.
Currently, the Group allocates 10% of the budget of the Heineken brand to awareness-raising actions for Conscious Consumption and is committed to guaranteeing national coverage of zero-alcohol beer in 100% of the ON Trade trade (bars and restaurants) by 2025 through the brand Heineken 0.0.
Another goal of the company is to expand awareness actions throughout the company, impacting 1 million young people directly and indirectly by 2025 and, for that, the Group has been continuing the WeLab by Heineken project, created in 2019, which focuses on young people from 18 to 24 years.
We know the responsibility we have to our consumers when we offer products that are meant for celebration moments in their lives. Brazil is the third largest beer consumer in the world and the care to make them aware of the best way to appreciate our brands is one of the main commitments we have, said Ornella Vilardo, Sustainability Director of the Heineken Group.
Ambev, in turn, transformed the “Dia de Responsa” into a “Festival de Moderao”, promoting responsible consumption actions at the Jaguarina Rodeo, in So Paulo, and at Ibirapuera, where there is a Michelob Ultra kiosk.
The company also launched the “D Uma Segurada” campaign, which uses a popular expression to work on the message of moderate consumption. In the film for social networks, he presents tips on how moments can be enjoyed longer and in a more balanced and intelligent way.
The campaign was created by the DraftLine agency, made up of the Mutato team for Ambev. To amplify the conversation, count on influencers EsseMenino and Juvi.
The company also used the date to announce that it had reached its commitment, launched two years ago, to speak to 2.5 million people about the importance of moderation.
We know our role in society to change and break habits that escape balance and moderation. Moderate consumption has been our mantra for over 20 years. We have an entire team dedicated to bringing a careful look to this front, and we encourage ourselves to look at different ways to reprogram the culture of society and enhance the importance of responsible consumption in the coming years, says Rodrigo Moccia, director of Institutional Relations at Ambev and responsible for by the Moderation Platform.
