On October 29th 2009, Heineken officially launched its second global responsible drinking campaign. After the success of last year’s Enjoy Heineken Responsibly campaign, Heineken continues to talk about the signs people start to show when they’ve had one too many. The user is provided with tools through which they can show their friends something about self-awareness on a night out. With the iPhone “Breathalyzer” and the social network application “Tag of Shame” Heineken is enabling a conversation between friends.

At Heineken we want to play a part in helping to reduce alcohol-related harm and reinforce the brand’s position as a premium beer that promotes quality over quantity.

With last year’s Knowthesigns.com Heineken got the chance to engage with people by using a serious message in a light-hearted way. The website became a huge success with more than 1 million visits and based on feedback from the users we decided to re-launch the website. Furthermore we selected the most popular new characters to add: The Flirt and The Stumbler, and developed two new applications: an iPhone and a social network app.

On this website you’ll find all you need to know about the campaign, with all the Know The Signs elements available for you to use, including videos, logos, the “Breathalyzer” iPhone app and the Tag of Shame social network app.

Please use the menu on the left to find the information and elements you need.

Enjoy the campaign, and enjoy Heineken responsibly.

Contact Details:
Heineken Marketing: buzz@knowthesigns.com
Questions regarding this toolkit: niels@socialmedia8.com