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Heineken Reach The Sunrise

As the leader in the premium beer segment, Heineken's ambition is to encourage a moderate drinking behavior. To do so, Heineken places its enjoy responsibly message at the heart of their global brand campaign, 'The Sunrise', thus making moderate drinking cool for young adult urban males. The starting point was a relevant consumer insight: "When you stay in control and pace your drinking, you're able to enjoy a bigger night out, meeting new people, dancing , talking'. Heineken is keen to show that "there are no limits, when you know your limits".

 
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