Heineken deepens responsible drinking advocacy with new sponsorship
By Oghale Mafuru
Following Heineken’s partnership with Oracle Red Bull Racing and signing of Formula 1 superstar, Max Verstappen as ambassador, the company has restated its commitment to responsible consumption with renewed call on consumers to embrace moderate use of the beer brand.
Speaking exclusively to MARKETING EDGE, Sade Morgan, Corporate Affairs Director, Nigerian Breweries Plc stated that the global partnership with Oracle Red Bull Racing is aimed at deepening its advocacy for the ‘When you Drive, Never Drink’’ campaign as part of its core mandate to encourage responsible use of its products.
She said: The relationship between Oracle Red Bull Racing and Heineken®, as well as the relationship we have in place with Max Verstappen are all part of HEINEKEN’s strategic intent to use our association with racing and by default driving, as a platform to share our Enjoy Heineken® Responsibly messaging.
“This message is relevant to all of our consumers irrespective of the sport they are most passionate about. We admire the steadily growing passion for F1 in Nigeria and we are excited to have this partnership with the current F1 champion to deliver our responsibility message” she added.
According to her, the brewery brand will continue to leverage opportunities to communicate the brands’ message to promote responsible and moderate consumption in all its markets.
“As you are aware, we currently sponsor the UEFA Champions League and recently brought the trophy to Nigeria as part of the UCL trophy tour. We also sponsored the Lagos Fashion and Design week and we will continue to engage with our Nigerian consumers as we have done over the years”.
In line with its core mandate to encourage responsible consumption, the company is partnering with the world’s most exciting sporting and music events to reach millions of people around the world and has dedicated 10% of its marketing budget to drive the Responsible Consumption campaigns encouraging healthy lifestyle through responsible consumption.
Recall that the beer brand recently announced partnership with Oracle Red Bull Racing and Formula 1 superstar Max Verstappen as its officially the global Heineken® 0.0 ambassador championing responsible consumption.
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