Heineken Ireland has announced a partnership in conjunction with taxi app Free Now, to help promote the responsible consumption of alcohol on all occasions.
Launched this week and running until 18 September, the campaign offers consumers the chance to redeem a free €10 voucher with the Free Now app, on behalf of Heineken Ireland, to help encourage people to travel safely after drinking, while reminding consumers that when you drive, never drink.
There will be 5,000 vouchers to be won by consumers in Dublin, Cork, Limerick and Galway. Consumers will be in with the chance of winning a voucher by logging on to the following link and entering their details: heineken.com/ie/en/enjoy-responsibly/free-now.
Ronan McCormack, marketing manager, Heineken Ireland, said, “We like to say Heineken has been social-networking since 1873, but we recognise bringing people together for a drink comes with responsibility. Encouraging responsible consumption is core to our ethos and central to everything we do as a brand and a company. We’re delighted to partner with Free Now to encourage people to make safe and smart decisions as they choose to socialise.”
This partnership builds upon Heineken’s wider responsible-consumption campaign, ‘Enjoy Heineken Responsibly,’ which sees Heineken continue its commitment to invest 10% of its flagship brand media budget on responsible-consumption campaigns each year, reaching over three million Irish adults.
Heineken Ireland’s focus on moderation and responsible consumption is a key element of the company’s Brew a Better World sustainability strategy. Speaking about the partnership with Free Now, Avril Collins, corporate affairs director, Heineken Ireland, said, “We are delighted to be partnering with Free Now to encourage consumers to drink responsibly and socialise safely. This partnership ties in perfectly with our long-standing commitment to promoting [the] responsible consumption of alcohol in Ireland and making moderation a mainstream choice for consumers through high-profile campaigns like ‘Enjoy Heineken Responsibly’, and also through the power of our brand innovations, like Heineken 0.0, which is leading the shift to moderation by always giving consumers a zero-alcohol option at festivals, music and sport events, in the pub, or for at-home occasions.”
Commenting on the partnership with Heineken, Jane Maher, head of marketing, Free Now, said, “As Ireland’s leading mobility app, Free Now plays a key role as part of the wider public transport network, helping passengers get from A to B – allowing them to catch up with friends or attend social occasions while enjoying a drink sensibly. We hope this new partnership launched with Heineken Ireland will help remind consumers of the importance of making smart decisions when consuming alcohol and choosing appropriate transport options.”
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