Heineken Mexico, in collaboration with creative agency LePub Mexico, has embarked on a compelling social responsibility campaign aimed at promoting responsible alcohol consumption. With the slogan “The best driver is the one who does not drink unless it is Heineken 0.0,” the campaign leverages the influence of brand ambassador Checo Perez to raise awareness about the importance of choosing a designated driver who abstains from alcohol while driving.
The heart of the campaign lies in a captivating social experiment featuring Checo Perez posing as a taxi driver, with hidden cameras capturing the reactions of unsuspecting passengers. As passengers board the taxi and realize that the driver is drinking a beer, their initial shock turns to relief when they discover that the beer is actually non-alcoholic Heineken 0.0. This clever twist serves as a powerful reminder of the dangers of drinking while driving and the importance of responsible consumption.
Marta Garcia, VP of Marketing Mexico, emphasizes the campaign’s dual purpose of delivering a vital message about responsible consumption while entertaining audiences. By showcasing the collaboration between Heineken 0.0 and Checo Perez, the campaign highlights the compatibility of fun and responsibility, driving home the message that the best driver is one who refrains from drinking alcohol.
Checo Perez himself underscores the importance of promoting responsible alcohol consumption, drawing on his experience as a professional Formula 1™ driver. He views the campaign as an opportunity to engage with fans and deliver a meaningful message that resonates with audiences.
The campaign not only raises awareness about the dangers of drinking while driving but also empowers individuals to make safer choices. By selecting Checo Perez, one of Mexico’s most prominent drivers, as the face of the campaign, Heineken emphasizes that drinking alcoholic beverages while driving is unacceptable, regardless of one’s driving skills.
Eoin Sherry, Global Executive Creative Director of LePub, applauds Heineken’s commitment to promoting responsible consumption and praises the campaign for its effectiveness in delivering an important message through creative storytelling. The collaboration between Heineken, LePub Mexico, and Publicis Groupe Mexico has resulted in a campaign that resonates with audiences and drives engagement across social media platforms.
In conclusion, Heineken Mexico’s “When you Drive, Never Drink!” campaign stands as a testament to the power of creative storytelling in promoting social responsibility. By leveraging the influence of brand ambassador Checo Perez and the innovative approach of LePub Mexico, the campaign delivers a compelling message about the importance of responsible alcohol consumption while entertaining and engaging audiences.
