Heineken Invites Drivers to Commit to Sobriety with an Online Pledge
Abbey Smith — June 12, 2018 — Marketing
References: theheinekencompany & thepledge.heineken
Along with a reimagined bar experience and TV commercial, Heineken uses a new online pledge form to encourage drivers to remain sober. This tactic relies upon Heineken's 2017 finding that public commitment is impactful and that having peers aware of and supporting the driver's pledge is integral to changing behavior. The findings are part of Heineken's shift to utilizing behavioral science as the primary tool in fighting drunk driving.
Like the other two pillars of the beer producer's 'When You Drive, Never Drink' campaign, the pledge sees Heineken pairing with F1 legends Nico Rosberg, Sir Jackie Stewart and David Coulthard and was rolled out globally during the Canadian Grand Prix in June. All three of the spokesmen for the campaign are known road-safety advocates within the F1 community and the campaign itself seeks to further road safety by instilling in drivers the belief that zero alcohol is the only option.
Like the other two pillars of the beer producer's 'When You Drive, Never Drink' campaign, the pledge sees Heineken pairing with F1 legends Nico Rosberg, Sir Jackie Stewart and David Coulthard and was rolled out globally during the Canadian Grand Prix in June. All three of the spokesmen for the campaign are known road-safety advocates within the F1 community and the campaign itself seeks to further road safety by instilling in drivers the belief that zero alcohol is the only option.
Trend Themes
1. Online Pledge Forms - Using online pledge forms as a tool to encourage behavioral change and commitment.
2. Peer Support - Harnessing the power of peer support and awareness to reinforce sober driving pledges.
3. Behavioral Science - Leveraging behavioral science as a primary tool in the fight against drunk driving.
Industry Implications
1. Alcohol Industry - Opportunity for alcohol companies to embrace behavioral science and online pledge forms to promote responsible drinking.
2. Automotive Industry - Opportunity for car manufacturers and related industries to partner with organizations promoting sober driving pledges and road safety.
3. Marketing Industry - Opportunity for marketing agencies to develop campaigns that utilize behavioral science and peer support to drive behavior change.
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