New campaign shows that the best driver is one who is not drinking
Heineken, with Heineken 0.0, has just announced another stage of its partnership with Max Verstappen. The new ‘Designated Driver’ campaign, with the two-time F1 champion, focuses on the concept When drinking, never drive.
The action seeks to promote discussions about responsible consumption, and the film’s story is based on the idea that people choose a designated driver – or driver of the turn, driver of the round.
In view of this, Heineken presents a key message for the 2023 campaign: The best driver is the one who doesn’t drink and still gets all the fun. Translated into Portuguese, the phrase says: The best driver is the one who doesn’t drink and still has fun, and, with this motto, the brewery intends to create a relationship so that the driver of the round is also known as the best, the one who acts responsibly when choosing not to drink alcohol when driving.
“In this campaign, we work with the opportunity to break stereotypes by seeking to demystify the image of a boring person who is responsible for taking everyone home safely. The discovery will show that fun is guaranteed, as there is Heineken 0.0 as an option for drinking beer and toast with friends”, says Igor de Castro Oliveira, senior marketing manager for the Heineken 0.0 brand in Brazil.
