Heineken's Sponsorship for Formula 1 Promotes Safe Drinking
Mishal Omar — December 1, 2016 — Marketing
References: creativity-online & adsoftheworld
Heineken has taken an unusual route to promote safe alcohol consumption and encourage people to not partake in drinking and driving.
The company recently sponsored Milan's Formula 1 races and an artfully created commercial spearheaded this sponsorship. In it, a recreation of the Formula 1 champion Jackie Stewart in his heyday was created and in many scenes, he is seen refusing Heineken beers. In the final moments of the commercial the retired racer is seen at a modern party and offered a drink -- which he again refuses in order to drive away in his sports car. Seeing a public figure consistently refuse to drink in a commercial for a company that creates alcohol is certainly a risky move, but one that ends up having even more of an impact due to its unlikely messenger.
This humorous commercial uses both nostalgia and glamour in order to promote responsible alcohol consumption first and the brand itself second.
The company recently sponsored Milan's Formula 1 races and an artfully created commercial spearheaded this sponsorship. In it, a recreation of the Formula 1 champion Jackie Stewart in his heyday was created and in many scenes, he is seen refusing Heineken beers. In the final moments of the commercial the retired racer is seen at a modern party and offered a drink -- which he again refuses in order to drive away in his sports car. Seeing a public figure consistently refuse to drink in a commercial for a company that creates alcohol is certainly a risky move, but one that ends up having even more of an impact due to its unlikely messenger.
This humorous commercial uses both nostalgia and glamour in order to promote responsible alcohol consumption first and the brand itself second.
Trend Themes
1. Responsible Alcohol Consumption - Creating ads that promote responsible alcohol consumption is a trend that businesses can leverage to appeal to socially conscious consumers.
2. Unconventional Marketing Strategies - Using unconventional marketing strategies like sponsoring sporting events to promote responsible alcohol consumption offers disruptive innovation opportunities.
3. Nostalgia and Glamour in Advertising - Incorporating nostalgia and glamour into advertising campaigns can be a trend that businesses can adopt to attract consumer attention and create a lasting impact.
Industry Implications
1. Alcoholic Beverage Industry - The alcoholic beverage industry can embrace responsible alcohol consumption ads to change consumer perceptions and promote healthier drinking habits.
2. Marketing and Advertising Industry - The marketing and advertising industry can explore unconventional strategies to create impactful campaigns that raise awareness about responsible alcohol consumption.
3. Event Sponsorship Industry - The event sponsorship industry can collaborate with alcohol brands to promote responsible drinking at sports events, creating a positive association between the brand and responsible habits.
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