Heineken USA, in conjunction with Waze, a traffic and navigation app, has partnered in the U.S. to promote responsible consumption. Piloting this summer in California, the campaign is utilizing targeted in-app notifications and offering vouchers from a leading rideshare app to encourage consumers not to drive when they drink.
As a long-standing industry leader on promoting responsible drinking, Heineken USA is the first alcohol company to begin a partnership with Waze in the U.S.
The promotion began Memorial Day weekend and will extend through the summer. It will be available to Waze users throughout California with room to expand to other markets. The campaign will champion moderation by targeting users going to social venues such as beaches, parks, sports stadiums and restaurants with messages that remind consumers that there is always a choice and encouraging safe decision-making behind the wheel.
Waze users traveling to these sites will be offered a rideshare voucher that they can redeem at any point during the summer for a safe, responsible ride home.
“We like to say Heineken has been social networking since 1873, but we recognize bringing people together for a drink comes with responsibility. Encouraging responsible consumption is core to our ethos and central to everything we do,” said Josephine Bertrams, SVP and chief corporate affairs officer of Heineken USA. “Our new partnership with Waze in the U.S. is an exciting extension of this commitment. We’re working with Waze to encourage people to make safe and smart decisions as they spend well-deserved time with family and friends this summer.”
According to Mothers Against Drunk Driving, drunk driving is still the No. 1 cause of death on American roads. While research from the National Highway Traffic Safety Administration indicates drunk driving fatalities have decreased 51 percent since 1982 and 21 percent over the past five years, there is still work to be done. That is why Heineken continues to encourage moderation with its ongoing pledge to commit 10 percent of its flagship brand, Heineken’s, media spend on responsible consumption campaigns each year.
