One look at your inbox and there’s no denying the arrival of holiday Evite season. And from November 3, 2017 to January 3, 2018, Heineken® is partnering with Evite to promote responsible decision-making this celebration season through our new campaign, ‘Drink OR Drive.’ We’re asking consumers 21+ to decide early on – at the point of RSVP – whether they will be drinking OR driving at upcoming holiday events and celebrations.
Emphasizing our commitment to responsible consumption, the Drink OR Drive campaign remixes the “don’t drink and drive” expression. By replacing the word ‘and’ (which innately implies the two activities go together) with ‘or,’ we’re asking consumers to make a choice: Drink OR Drive. As part of the campaign, Evite users in 11 cities will also receive discounted Uber rides from Heineken®.
“This isn’t about discouraging drinking – it’s about rewarding people who are making responsible decisions early on about whether they will be drinking or driving during festivities,” said Stephanie Johnston, Director of Corporate Social Responsibility at HEINEKEN USA. “That’s why Heineken® is offering Uber discount codes as a reward to consumers who make either choice. As long as you pick either drinking or driving – never both – you deserve to be rewarded.”
Responsible consumption is woven into our company’s ethos and is part of the HEINEKEN Brewing a Better World strategy. The Evite platform makes it easy to make a smart decision about drinking OR driving as you RSVP, well before you’re ‘caught up in the fun’ of a holiday celebration. Simply decide and click.
“We are thrilled to partner with Heineken®, a company that shares our commitment to bringing people together,” added Victor Cho, Chief Executive Officer of Evite. “We fully support their ongoing efforts to reduce the risk of drunk driving by helping to change attitudes and behaviors. Our partnership over the holidays will help give our hosts and guests peace of mind, while reinforcing the importance of this issue.”
RSVP responsibly this season by choosing to Drink OR Drive at holiday gatherings. It’s no secret that Heineken® believes the best moments in life come from shared experiences with others. But above all, we want you to get home safely.