SYS-CON MEDIA Authors: Xenia von Wedel, Peter Silva, Glenn Rossman, Ava Smith, Elizabeth White

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
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from ha...
We are all here because we are sold on the transformative promise of The Cloud. But what good is all of this ephemeral, on-demand infrastructure if your usage doesn't actually improve the agility and speed of your business? How must Operations adapt in order to avoid stifling your Cloud initiative? In his session at DevOps Summit, Damon Edwards, co-founder and managing partner of the DTO Solutions, will highlight the successful organizational, process, and tooling patterns of high-performing c...
Software-driven innovation is becoming a primary approach to how businesses create and deliver new value to customers. A survey of 400 business and IT executives by the IBM Institute for Business Value showed businesses that are more effective at software delivery are also more profitable than their peers nearly 70 percent of the time (1). DevOps provides a way for businesses to remain competitive, applying lean and agile principles to software development to speed the delivery of software that ...
Docker offers a new, lightweight approach to application portability. Applications are shipped using a common container format and managed with a high-level API. Their processes run within isolated namespaces that abstract the operating environment independently of the distribution, versions, network setup, and other details of this environment. This "containerization" has often been nicknamed "the new virtualization." But containers are more than lightweight virtual machines. Beyond their small...
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's

An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and asse...
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Ar...
Leysin American School is an exclusive, private boarding school located in Leysin, Switzerland. Leysin selected an OpenStack-powered, private cloud as a service to manage multiple applications and provide development environments for students across the institution. Seeking to meet rigid data sovereignty and data integrity requirements while offering flexible, on-demand cloud resources to users, Leysin identified OpenStack as the clear choice to round out the school's cloud strategy. Additional...
Technology is enabling a new approach to collecting and using data. This approach, commonly referred to as the "Internet of Things" (IoT), enables businesses to use real-time data from all sorts of things including machines, devices and sensors to make better decisions, improve customer service, and lower the risk in the creation of new revenue opportunities. In his General Session at Internet of @ThingsExpo, Dave Wagstaff, Vice President and Chief Architect at BSQUARE Corporation, discuss the ...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
SYS-CON Media announced today that Aruna Ravichandran, VP of Marketing, Application Performance Management and DevOps at CA Technologies, has joined DevOps Journal’s authors. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Aruna's inaugural article "Four Essential Cultural Hacks for DevOps Newbies" discusses how to demonstrate the...
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.