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Heineken: The Sunrise Belongs to Moderate Drinkers

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Heineken's "The Sunrise" campaign aims to encourage responsible behavior by demonstrating that responsible drinkers get more out of their night. The video shows a man choosing water over Heineken, thus staying awake and coherent while those around him drinking excessively can't keep up, and in the end he's the one to get the girl. The video has been largely successful, receiving millions of views.

As Heineken puts it, "This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational. We want to show that enjoying Heineken in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring news experiences. In the film, our 'man of the world' brings to life the powerful idea that there are no limits, when you know your limits. The Sunrise campaign reinforces the importance of staying in control and shows how to take advantage of all the opportunities of the night in a responsible manner."

Sunrise Belongs to Moderate Drinkers: http://www.heineken.com/global/enjoyresponsibly/our-campaign.aspx

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