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Heineken’s campaign uses targeted in-app notifications and offers coupons from the leading ridesharing app to encourage consumers not to drive while drinking

Heineken UNITED STATES, combined with Waze, the world’s leading traffic and navigation app, has announced a partnership in the United States to promote responsible consumption.

The campaign, which runs this summer in California, uses targeted in-app notifications and offers coupons from the leading ridesharing app to encourage consumers not to drive while drinking. As a longtime industry leader in promoting responsible drinking, Heineken USA is the first alcohol company to partner with Waze in the United States.

From Memorial Day weekend and into the summer, the promotion will be available to Waze users across the state of California, with space to expand to other markets.

The campaign advocates moderation by targeting users who go to social facilities like beaches, parks, sports stadiums and restaurants with messages reminding consumers that there is always a choice and safe choices behind that Promote steering wheel. Waze users who travel to these sites will receive a ridesharing voucher that they can redeem for a safe and responsible ride home anytime during the summer.

“We’d like to say that Heineken has been a social network since 1873, but we know that bringing people together for a drink has a responsibility. Promoting responsible consumption is central to our ethos and central to everything we do, ”said Josephine Bertrams, SVP and Chief Corporate Affairs Officer of Heineken USA.

“Our new partnership with Waze in the US is an exciting addition to that commitment. We partner with Waze to encourage people to make safe and wise choices as they have well-deserved time with family and friends this summer. “

Drunk driving is still the leading cause of death on American roads, according to Mothers Against Drunk Driving (MADD). According to research by the National Highway Traffic Safety Administration, drunk driving deaths have decreased 51% since 1982 and 21% over the past five years, with much still to be done.

Because of this, the alcohol brand continues to promote moderation as it continues to make a commitment to devote 10% of its flagship brand Heineken’s media spend to responsible consumption campaigns each year.

“Last year has been a challenging one for everyone and we are excited to see progress being made towards a ‘new normal’ for the people of the United States,” said Fernando Belfort, director of Waze Mid-Market, North America.

“We want to make sure drivers can party as safely as possible and we believe our innovative partnership with Heineken USA will prevent dangerous behavior on the roads. With Memorial Day weekend historically one of the biggest driving holidays of the year, it’s an important time to remind people on the road to drive safely and responsibly. “

This partnership builds on the brand’s global responsible consumption campaign, If You Drive, Never Drink, and complements Heineken USA’s growing list of collaborations aimed at promoting better decision-making on the road.

In February 2015, the company first joined the TEAM (Techniques for Effective Alcohol Management) coalition, an alliance that enables the company to promote messages of responsibility and encourage positive fan behavior in sports and entertainment venues.

Last month, Heineken announced its Brew a Better World program for 2030, a new set of ambitious commitments aimed at making a positive impact on the environment, social sustainability and responsible alcohol consumption.

As a key part of the company’s EverGreen growth strategy, the 2030 ambitions build on the progress made since the launch of the Brew a Better World program in 2009.

Partnering with Waze is one way that Heineken USA will focus on making a positive impact on responsible alcohol consumption in the US market, and it contributes to the global organization’s promise to deliver responsible consumption messages to 1 billion consumers annually.