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Enabling Responsible Consumption Globally: Local Partnerships Driving a Responsible Drinking Campaign Forward - Michael Dickstein, Heineken

Over the last several years, Heineken has steadily emerged as a global leader in promoting moderate consumption of alcohol. The Enjoy Heineken Responsibly (EHR) campaign, a multi-pronged effort that has featured a number of ads and some unique social experiments demonstrating the aspirational value of moderate consumption of alcohol, seems to be getting across effectively with many demographics and cultures. Already activated in more than 40 markets, the campaign is receiving a specially-dedicated 10 percent of the company’s total media budget. The brand is now pushing on by conceiving and fine-tuning local partnerships that are reinforcing the unifying global message. Join Sustainable Brands ‘hall of fame’ speaker Michael Dickstein for yet another highly articulate and insightful talk on the latest tools and partnerships Heineken is using to grow the influence of EHR.

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