General
Heineken and Verstappen launch new campaign
- Cas van de Kleut
Heineken introduced a new campaign on Monday morning, starring Max Verstappen. Called 'The best driver', the campaign's message is that you should never drive if you have been drinking alcohol.
The campaign video shows Verstappen being seen by his friends as the best driver every time, forcing the Dutchman to drive everyone home every time. At the end, the Red Bull driver can be seen fooling his friends by, without showing that he is drinking a Heineken 0.0, using it as an excuse not to drive. He then waves to his friends, and drives off on his own.
Verstappen on the Heineken campaign
The Dutchman is proud to be allowed to promote responsible alcohol consumption among motorsport fans around the world as an ambassador for Heineken 0.0, telling Verstappen.com: "For a driver in Formula 1, making the right choices, both on and off the track, is crucial for success. When you are behind the wheel, such a focused mindset - especially when it comes to safety - is essential. I thoroughly enjoyed working on this campaign and hope that everyone quietly not only enjoys watching it, but, above all, thinks about the important message behind it."
Verstappen also announces that something else is coming soon from him and Heineken: "At the same time, I am working with Heineken on an amazing new gaming initiative - Player 0.0 - about which more will be announced soon!"
Response Heineken
Heineken itself has had a partnership with Formula 1 itself since 2016. Ever since the partnership began, it has been working with the 'When You Drive Never Drink' campaign. "With the racing season in full swing over the summer months, we are delighted to introduce the latest phase of this campaign," Bram Westenbrink, Global Head of the Heineken brand, told us. "As we all get back to enjoying the great spectacle at the track, it is important to remember that the best driver is always the one who has not been drinking."