Heineken website and labels urge moderation in drinking
Pijte s mírou (drink with moderation) is a Heineken Česká republika awareness campaign debuted in May 2010 to promote responsible alcohol consumption. To communicate the responsible beer consumption message, the awareness campaign uses the famous Czech adage ‘Pijte s mírou’ (drink with moderation) and includes the www.pijtesmirou.cz website and logo placement on all products made by Heineken Česká republika.
The website features Míra (a male name as well as the Czech term for moderation), a cartoon character sharing his alcohol consumption experience through brief cartoon stories. Encouraging consumers to drink with both moderation and Míra, Heineken uses the cartoon character to highlight, in a natural and witty way, the basics of when and how much alcohol to consume as well as when alcohol is to be definitely avoided.
Through the cartoons, and the ‘Míra School’ and ‘Two for your health’ sections, the Pijte s mírou website provides information about alcohol, beer production and alcohol’s effects on the human body. The ‘Beer and activities’ section advises website users of situations and occasions when beer consumption is to be avoided.
The ‘Pijte s mírou!’ campaign logo will appear on all beer packaging destined for the domestic market. The first products to bear the new logo in 2010 are the latest additions to the Krušovice Brewery portfolio – Staročeský Malvaz and Krušovice Desítka. The redesign of other packaging is now in full swing and the campaign logo should appear on all Heineken Česká republika products in summer 2010 at the latest.
The campaign is to be extended in the future.
The project was created by Studio Cabinet (www.studiocabinet.com) and is technically implemented by Q2 Interactive.
The Heineken group views promotion of responsible consumption as an integral part of its social responsibility and runs several awareness projects devoted to the topic. These include, among others, the Enjoy Heineken Responsibly (www.enjoyheinekenresponsibly.com) and Know The Signs (www.knowthesigns.com) global projects, both of which are also available in Czech. In addition, Heineken also supports, at a national level, activities and partner projects of the Initiative of Responsible Breweries: Designated Driver and Let’s Talk About Alcohol.
