media update’s Aisling McCarthy chatted to Heineken SA’s MD, Ruud van den Eijnden about the campaign.

Tell us a bit about the idea behind the ‘Enjoy Heineken Responsibly’ campaign?

The ‘Enjoy Heineken Responsibly’ campaign is our commitment to make responsible consumption and moderation aspirational to our consumers.

It has been a global campaign since 2004, with different yearly activations running under its umbrella. We are proud to say that from this year onwards the campaign forms part of our Heineken story in South Africa.

Heineken has committed to spending 20% of its annual media budget on this campaign. Why do you think this is such an important message for a South African audience?

Responsible consumption is key to the sustainable growth of our business and we feel it is the right thing for the world's most international beer brand to do.

Beer is a natural product enjoyed by hundreds of millions of adults around the world every day. Most of them drink alcohol in moderation, as part of a healthy, balanced lifestyle.

Heineken South Africa encourages the enjoyment of beer in moderation; however, we recognise that there are clear health and behavioural risks associated with consuming too much alcohol, either over time or on single occasions.

As an important player in the alcohol industry, we implement a consistent, effective approach to encourage responsible attitudes in relation to alcohol.

We also recognise that embedding responsibility into our business is key to our long-term sustainability. Heineken SA wants to contribute to the positive role of beer in society, by making moderation aspirational to its consumers.

Apart from the ‘When you drive, never drink’ advert released on 1 June, what other plans do you have for the campaign in 2017?

The advert forms part of our wider ‘Enjoy Heineken Responsibly’ campaign, with digital activations, PR initiatives, and event activations.

Why did you choose Sir Jackie Stewart to be a part of your advert?

Sir Jackie Stewart is a road safety pioneer. He is responsible for innovations we now take for granted.

He was responsible for the induction of helmets and seat belts in F1 cars, which are a commonplace part of the sport today.

His track record in this is unparalleled, and stretches for over 50 years, and that is why it was an easy decision to partner with him for this campaign.

What do you think is the biggest challenge you face when it comes to trying to promote the idea of drinking in moderation, and abstaining from drinking when driving?

Sir Jackie Stewart is a road safety pioneer. He is responsible for innovations we now take for granted.

He was responsible for the induction of helmets and seat belts in F1 cars, which are a commonplace part of the sport today.

His track record in this is unparalleled, and stretches for over 50 years, and that is why it was an easy decision to partner with him for this campaign.

What do you think is the biggest challenge you face when it comes to trying to promote the idea of drinking in moderation, and abstaining from drinking when driving?

It is hard to call out the biggest challenge, as we understand that alcohol abuse is a complex societal issue and it is not something we will solve ourselves.

As Heineken, we have made the clear choice to make moderation aspirational and to lead by example and we firmly believe in this approach.

As a company, and through our brands, we are committed to play our part, but there is not one-size-fits-all solution. Tackling the problem and the challenges requires a concerted effort from multiple players.

‘Enjoy Heineken Responsibly’ was launched globally in 2004. What has the response been towards the campaign overseas?

The response has been very positive. In addition to investing 10% of the brand’s media spend in dedicated responsible consumption campaigns, the message is also delivered through sponsorship platforms such as UEFA Champions League, Rugby World Cup, and hundreds of music events around the world.

The messaging also appeared on more than 8 billion bottles and cans in 2015. While the ‘Enjoy Heineken Responsibly’ is the flagship of our commitments, we are, of course, promoting responsible consumption throughout our brand portfolio.

We believe we should lead by example, playing an active role in promoting responsible and moderate consumption of alcohol. Many markets have developed tailored activations to spread the message locally. We also work in partnership with many stakeholders to encourage responsible attitudes and to understand and address alcohol misuse.

What would you like to achieve with this campaign in South Africa?

We aim to raise awareness of the importance of responsible consumption of our brands so consumers are able to enjoy our product, have a great experience, and remain in control of their consumption and actions.

You can view the commercial here.

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Responsible drinking is an important message to get across and there are even awards dedicated to it in South Africa. Read more here: Entries for the 2017 RDMAs are open.