In conjunction with Waze, a leading traffic and navigation app, HEINEKEN USA has announced its partnership to promote responsible consumption.
Starting this summer in California, the campaign will use in-app notifications and offer vouchers to encourage consumers not to drive when they drink. Known in the industry for promoting responsible drinking, HEINEKEN USA is the first beverage company to partner with Waze in the United States.
After beginning Memorial Day weekend, this program will extend throughout the entire summer. This promotion will be available to Waze users throughout the state of California, with room to expand. As users attend social venues including, restaurants, beaches, parks, and sports stadiums, the app will target them and encourage safe decision-making behind the wheel. The Waze users traveling to these venues will be offered a rideshare voucher that can be redeemed throughout the summer.
“We like to say HEINEKEN has been social networking since 1873, but we recognize bringing people together for a drink comes with responsibility. Encouraging responsible consumption is core to our ethos and central to everything we do.”
– Josephine Bertrams, SVP and Chief Corporate Affairs Officer of HEINEKEN USA
“Our new partnership with Waze in the U.S. is an exciting extension of this commitment. We’re working with Waze to encourage people to make safe and smart decisions as they spend well-deserved time with family and friends this summer.”
While researchers from the National Highway Traffic Safety Administration have said drinking and driving fatalities have decreased 51% since 1982, Mothers Against Drunk Driving, drunk driving is still the number one cause of death on American roads. There is still work that needs to be done. HEINEKEN is continuing to encourage drinking in moderation, as 10% of their media spend goes to responsible consumption annually.
“The last year has been challenging for everyone, and we’re excited to see the progress being made towards a ‘new normal’ for people in the United States”
– Fernando Belfort, Head of Waze Mid-Market for North America
“We want to make sure drivers can celebrate in the safest way possible and believe our innovative partnership with HEINEKEN USA will discourage dangerous behavior on the roads. With Memorial Day weekend historically being one of the biggest driving holidays of the year, this is a critical time to remind people on the road to drive safely and responsibly.”
This partnership snowballed from HEINEKEN’s “When You Drive, Never Drink” global campaign. It also adds to their ongoing list of collaborations that encourage safe decision-making on the road. This partnership with Waze will focus on creating a positive impact for responsible alcohol consumption.