Today, Heineken® officially announces the launch of ‘Dance More, Drink Slow,’ a partnership with world-famous Dutch DJ Armin van Buuren to make moderate consumption aspirational. The movement, socialized as #DMDS, is the natural progression of Heineken’s belief that one should always be ready to maximize what the night brings. The movement is brought to life through “The Experiment,” a film debuting today, featuring van Buuren and under the direction of Philip Andelman – who has worked with Beyoncé, Rihanna, Jay-Z, John Mayer and Lenny Kravitz.
“The Experiment” showcases a social experiment with ordinary “club goers” and focuses on two separate nights out in the same Miami club. The only difference is the DJ. “The Experiment” demonstrates that when people take the focus off drinking, they will actually dance more and have a better night. It looks at the natural energy that can be created on a night when in control, and features another element of the “Dance More, Drink Slow” movement, a new track from van Buuren – “Save My Night.”
“When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost,” said van Buuren. “The reason I have partnered with Heineken on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behavioral change. Drinking responsibly is an important issue and being able to use music, specifically the “Save My Night” track, to innovatively deliver that message directly to fans on the dance floor is unique.”
The campaign is bolstered by a refreshed “Sunrise” TV spot, a campaign that first aired in 2011, bringing to life the powerful idea that there are no limits, when you know your limits. It highlights that by enjoying Heineken in moderation, the Heineken drinker has the opportunity to engage with friends, meet new people and have a longer, more memorable night. “Dance More, Drink Slow” now takes this message to a new level.
“As an industry leader, Heineken wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers. We believe that we can be more effective in making positive behavior aspirational by utilizing our creativity and tackling the issue of abuse in an engaging and relevant way,” said Alexis Nasard, global chief marketing officer and president of Western Europe at Heineken.
Added Gianluca Di Tondo, senior director Global Heineken Brand at Heineken, “For us, ‘Dance More, Drink Slow’ is an opportunity to create a moderation movement – a fresh look at how we approach the single most difficult issue that affects our industry today. Collaborating with Armin Van Buuren – another iconic Dutch brand – to create “Save My Night” sends a clear message to consumers that they can enjoy themselves, while also remaining in control.”
Launching in more than 20 countries globally, “Dance More, Drink Slow” builds on this long standing commitment to the “Enjoy Heineken Responsibly” message, which has been seen across the world since 2004 through Heineken’s sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events including the Ultra and Coachella music festivals. The messaging also appears on hundreds-of-millions of bottles and cans annually.
For more information on Heineken, please follow us on Twitter, @Heineken_US or visit the Heineken Facebook page, www.facebook.com/Heineken. View the “The Experiment” and the “Sunrise” television spot on YouTube. The “Save My Night” is available today on Spotify and iTunes. Join the conversation using #DMDS.