Heineken Asks Consumers To Make Choice When RSVPing

Heineken has introduced its ‘Drink OR Drive’ campaign to change consumer behavior and promote responsible decision-making over the holidays.
Heineken is using the Evite digital invitation platform to encourage consumers to decide early on – at the point of RSVP – whether they will be drinking or driving at holiday events and celebrations. As part of the campaign, Evite users in 11 cities will also receive discounted Uber rides from Heineken.
“The ‘Drink OR Drive’ campaign aims to influence more responsible decision-making. This isn’t about discouraging drinking – it’s about rewarding people who are making responsible decisions early on about whether they will be drinking or driving during festivities,” said Stephanie Johnston, Director of Corporate Social Responsibility at HEINEKEN USA. “That’s why Heineken is offering Uber discount codes as a reward to consumers who make either choice. As long as you pick either drinking or driving – never both – you deserve to be rewarded.”