Welcome!

News Feed Item

Heineken® Launches "Dance More, Drink Slow" Global Responsibility Campaign

Partnership with World-Famous DJ Armin van Buuren Makes Responsibility Aspirational

AMSTERDAM, Jan. 6, 2014 /PRNewswire/ -- Today, Heineken® officially announces the launch of "Dance More, Drink Slow," a partnership with world-famous Dutch DJ Armin van Buuren to make moderate consumption aspirational. The movement, socialized as #DMDS, is the natural progression of Heineken's belief that one should always be ready to maximize what the night brings. The movement is brought to life through "The Experiment," a film debuting today, featuring van Buuren and under the direction of Philip Andelman – who has worked with Beyonce, Rihanna, Jay-Z, John Mayer and Lenny Kravitz.

Heineken Launches “Dance More, Drink Slow” Global Responsibility Campaign and “The Experiment” film featuring World-Famous DJ Armin van Buuren. #DMDS | Check out “The Experiment” http://bit.ly/1cOjcrq

To view the multimedia assets associated with this release, please visit: http://www.multivu.com/mnr/64899-heineken-dance-more-drink-slow-campaign-dmds-dj-armin-van-buuren 

"The Experiment" showcases a social experiment with ordinary "club goers" and focuses on two separate nights out in the same Miami club. The only difference is the DJ. The Experiment (found here: YouTube) demonstrates that when people take the focus off drinking, they will actually dance more and have a better night. It looks at the natural energy that can be created on a night when in control, and features another element of the "Dance More, Drink Slow" movement, a new track from van Buuren – "Save My Night."

"When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost," said van Buuren. "The reason I have partnered with Heineken on "Dance More, Drink Slow" is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behavioral change. Drinking responsibly is an important issue and being able to use music, specifically the "Save My Night" track, to innovatively deliver that message directly to fans on the dance floor is unique."

The campaign is bolstered by a refreshed "Sunrise" TV spot, a campaign that first aired in 2011, bringing to life the powerful idea that there are no limits, when you know your limits. It highlights that by enjoying Heineken in moderation, the Heineken drinker has the opportunity to engage with friends, meet new people and have a longer, more memorable night. "Dance More, Drink Slow" now takes this message to a new level. 

"As an industry leader, Heineken wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers. We believe that we can be more effective in making positive behavior aspirational by utilizing our creativity and tackling the issue of abuse in an engaging and relevant way," said Alexis Nasard, global chief marketing officer and president of Western Europe at Heineken.

Added Gianluca Di Tondo, senior director Global Heineken Brand at Heineken, "For us, 'Dance More, Drink Slow'is an opportunity to create a moderation movement – a fresh look at how we approach the single most difficult issue that affects our industry today. Collaborating with Armin Van Buuren - another iconic Dutch brand – to create 'Save My Night' sends a clear message to consumers that they can enjoy themselves, while also remaining in control."

Launching in more than 20 countries globally, "Dance More, Drink Slow" builds on this long standing commitment to the "Enjoy Heineken Responsibly" message, which has been seen across the world since 2004 through Heineken's sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events including the Ultra and Coachella music festivals. The messaging also appears on hundreds-of-millions of bottles and cans annually.

For more information on Heineken, please follow us on Twitter, @Heineken_US or visit the Heineken Facebook page, www.facebook.com/Heineken. View the "The Experiment" and the "Sunrise" television spot on YouTube. The "Save My Night" is available today on Spotify and iTunes. Join the conversation using #DMDS. For full "Dance More, Drink Slow" media assets, please click here.

Editorial information:

About HEINEKEN USA

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

About Armin van Buuren:

Armin van Buuren, currently holding the #2 position in the DJ Mag Top 100, has been named number one in the prestigious popularity poll a historic five times, as the first DJ in the history of the DJ Magazine. One of the biggest successes in his 15 years of dj'ing and producing, is the popular A State of Trance radio show, listened to by more than 20 million people in over 60 countries each week. His A State of Trance and Armin Only world tours attract people from all across the globe, and Armin looks back upon the release of 5 critically acclaimed artist album, of which 'Intense' is his latest.  For more info, check out www.arminvanbuuren.com, www.armadamusic.com or www.astateoftrance.com.  

About Armada:

Dutch record label Armada Music was founded in 2003 by Armin van Buuren, Maykel Piron and David Lewis. Throughout the years, the record company has brought countless of quality releases within a wide spectrum of electronic dance music, working with names such as W&W, Dash Berlin, Cosmic Gate, Paul Oakenfold and of course Armin van Buuren himself. In 2013, Armada Music celebrated its 10 year anniversary, enjoying a 5 year win of the International Dance Music Award for 'Best Global Record Label'. With more than 25 sublabels residing under Armada and the record label serving its very own worldwide Armada Night events, the Amsterdam-based company has built a solid reputation in the global dance scene.

Press Inquiries

Please direct all press enquiries through our press center:

Adam Feigen
Heineken USA
[email protected]  
914-681-4138

Josh Barnes
Edelman
212-729-2172
[email protected]

Heineken Launches “Dance More, Drink Slow” Global Responsibility Campaign and “The Experiment” film featuring World-Famous DJ Armin van Buuren. #DMDS

To view the multimedia assets associated with this release, please visit: http://www.multivu.com/mnr/64899-heineken-dance-more-drink-slow-campaign-dmds-dj-armin-van-buuren

SOURCE Heineken

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Cloud promises the agility required by today’s digital businesses. As organizations adopt cloud based infrastructures and services, their IT resources become increasingly dynamic and hybrid in nature. Managing these require modern IT operations and tools. In his session at 20th Cloud Expo, Raj Sundaram, Senior Principal Product Manager at CA Technologies, will discuss how to modernize your IT operations in order to proactively manage your hybrid cloud and IT environments. He will be sharing bes...
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, will motivate why realizing the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insigh...
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
IBM helps FinTechs and financial services companies build and monetize cognitive-enabled financial services apps quickly and at scale. Hosted on IBM Bluemix, IBM’s platform builds in customer insights, regulatory compliance analytics and security to help reduce development time and testing. In his session at 20th Cloud Expo, Tom Eck, Industry Platforms CTO at IBM Cloud, will discuss how these tools simplify the time-consuming tasks of selection, mapping and data integration, allowing developers ...
Existing Big Data solutions are mainly focused on the discovery and analysis of data. The solutions are scalable and highly available but tedious when swapping in and swapping out occurs in disarray and thrashing takes place. The resolution for thrashing through machine learning algorithms and support nomenclature is through simple techniques. Organizations that have been collecting large customer data are increasingly seeing the need to use the data for swapping in and out and thrashing occurs ...
Regardless of what business you’re in, it’s increasingly a software-driven business. Consumers’ rising expectations for connected digital and physical experiences are driving what some are calling the "Customer Experience Challenge.” In his session at @DevOpsSummit at 20th Cloud Expo, Marco Morales, Director of Global Solutions at CollabNet, will discuss how organizations are increasingly adopting a discipline of Value Stream Mapping to ensure that the software they are producing is poised to o...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
For financial firms, the cloud is going to increasingly become a crucial part of dealing with customers over the next five years and beyond, particularly with the growing use and acceptance of virtual currencies. There are new data storage paradigms on the horizon that will deliver secure solutions for storing and moving sensitive financial data around the world without touching terrestrial networks. In his session at 20th Cloud Expo, Cliff Beek, President of Cloud Constellation Corporation, w...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that EARP Integration will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. EARP Integration is a passionate software house. Since its inception in 2009 the company successfully delivers smart solutions for cities and factories that start their digital transformation. EARP provides bespoke solutions like, for example, advanced enterprise portals, business intelligence systems an...
SYS-CON Events announced today that Outscale, a global pure play Infrastructure as a Service provider and strategic partner of Dassault Systèmes, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2010, Outscale simplifies infrastructure complexities and boosts the business agility of its customers. Outscale delivers a secure, reliable and industrial strength solution for its customers, which in...
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
Interested in leveling up on your Cloud Foundry skills? Join IBM for Cloud Foundry Days on June 7 at Cloud Expo New York at the Javits Center in New York City. Cloud Foundry Days is a free half day educational conference and networking event. Come find out why Cloud Foundry is the industry's fastest-growing and most adopted cloud application platform.
In order to meet the rapidly changing demands of today’s customers, companies are continually forced to redefine their business strategies in order to meet these needs, stay relevant and continue to see profitable growth. IoT deployment and development is integral in this transformation, and today businesses are increasingly seeing the value of investing their resources into IoT deployments. These technologies are able increase ROI through projects such as connecting supply chains or enabling sm...