Heineken Česká Republika doesn’t ignore the problems associated with the excessive consumption of alcoholic products. The company aims for global education on the pros and cons of alcohol consumption. The companies are members of the Responsible Breweries Initiative. The rules of conduct for employees of the particular companies are regulated by the Ethics Code on Alcohol.
The Czech version of the website EnjoyHeinekenResponsibly, which was launched on 2nd July 2008, is among the important projects in conjunction with the promotion of responsible consumption. Go to www.enjoyheinekenresponsibly.com (select the option Czech Republic – Czech).
The website has already been launched in 37 language versions. This confirms Heineken’s commitment to actively dealing with the problems in society connected to the excessive consumption of alcoholic beverages and products. Another good reason for similar projects is the company’s aim to inform and educate its customers on all aspects relevant to our products and brands.
With the help of guides you can learn with fun what the responsible consumption of alcohol exactly means and learn different facts about alcohol, about different recommendations, drink risk figures, etc. You can check your recently acquired knowledge by doing a quiz. If you are still interested in searching for new information, you can play videos connected with the idea of responsible consumption, or more precisely the consequences of irresponsible consumption.
Czech out the new website and don’t forget to enjoy all our products responsibly!
Another important global project of Heineken which targets responsible consumption is the campaign called “Know the signs” which was launched on 13th November 2008. Go to www.knowthesigns.cz
This interactive campaign was awarded with the prestigious Media Guardian Innovation Award in March 2009 and especially targets younger consumers in order to teach them to recognize the “signs” of excessive and irresponsible consumption. This campaign was created by the Global Brand Communication team and the Heineken Webcentre.
The campaign presents five classic types to demonstrate the effects of excessive and rapid consumption. The campaign shows the following types – an easily moved young woman, an exhibitionist, a sleeper, a rowdy person and a prig.
With this campaign Heineken is trying to reduce the harm caused by excessive consumption and strengthen the position of Heineken beers as premium products, where quality is better than quantity.
