Heineken® has partnered with leading behavioural change experts to develop a programme for its responsible consumption campaign, When You Drive, Never Drink. Based on consumer research data and the insight that behaviour change starts in the place of decision making, Heineken® equipped a bar that encourages people not to drink and drive.
Heineken®, in collaboration with Innovia Technology created a collection of nudges, reminders and prompts to change the psychology of drink drivers. These interventions were tested in a pilot study, conducted over a two-week period, in ten UK bars. The programme was also supported by leading nudge and behavioural design expert Sille Krukow.
The results show promising signs of changing beliefs and behaviour around drink driving.
THE KEY PRELIMINARY RESULTS:
Prominent “nudges” deliver drink-driver reduction – The bars with the highest level of support for the pilot study saw a reduction of drink driving behaviour of up to 50%
Peer support matters – it’s not just an individual decision – 80% of people said the programme would encourage them to support their friends not to drink alcohol if driving
Public commitment is an impactful tool to promote drink driving behaviour change – 60% of people said the pilot made them think about changing their behaviour
Prominence of alcohol-free options including Heineken® 0.0 made a positive impact on drink driving behaviour – 14% more customers said it was easier to access alcohol-free beers from control week to test week
The set of interventions help empower consumers to make the right decision when driving, through;
- Signage encouraging drivers to stay alcohol-free
- Making alcohol-free drinks prominent; communicating and increasing availability of alcohol-free offers, and driver’s menus
- Rewarding positive behaviour through driver incentives and bar staff support
- Prompting people to make the right decision; reminders throughout the car park and bar through signage and POS material
NEW COMMUNICATIONS CAMPAIGN
As part of Heineken®’s integrated When You Drive, Never Drink platform, it has also launched a new communications campaign based on drink driving insights from the company’s research conducted in 2017.
The campaign includes a new TV commercial, ‘No Compromises’, featuring F1 World Champion Nico Rosberg and a digital ‘Designated Drivers Pledge’ to help people publicly commit to staying alcohol-free when driving.
The campaign focuses on the social pressures surrounding drink driving and uses social proof to empower people to make the right decisions.
Gianluca Di Tondo, Senior Global Brand Director Heineken® said;
For our responsible drinking campaign to be effective, we looked long and hard to understand the root causes of the problem, and in 2017 we attained valuable insights by conducting a global study that uncovered the behavioural drink driving triggers.
He continued; “This insight has given us the opportunity to better target our marketing in order to reduce drink driving by developing a robust behavioural change programme and a new communications campaign, both with a clear commitment to drive real change. We are proud that our initial results are promising, but this is just the beginning of our journey. The next step in this campaign is to work in partnership with our markets as we aim to roll this out globally”.
Dr Helena Rubinstein, leading behavioural scientist from Innovia Technology, commented; “This is a tangible development in drink driving research. The approach Heineken® is taking is an innovative one. The interventions act together as part of a set and, in this relatively small sample size, have proven to be successful in reducing reported drink driving behaviour. Rolled out globally, this could help reduce drink driving incidents worldwide”.
Launched at the Canadian Grand Prix, Heineken® will continue to communicate a powerful “Don’t drink and drive” message to a global audience through: F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives and packaging/point-of-sale activations.