Heineken always promote responsible drinking. But you can't fully support a belief like this only with words. So the brand turned it into action. On International Day of Responsible Drinking, the brands of Heineken group made a small change in all their out of home media: all billboards from Amstel Beer, Sol Beer and Heineken swapped their bottles with bottles of water. The taglines of each billboard were also changed to bring a message of responsible drinking.

Billboards were exchanged at all out of home media points used by Heineken, Amstel Beer and Sol Beer brands in São Paulo, Brazil. The placement took place on the week of September 16, International Responsible Consumption Day.

Video Completion Rate: 20%

Impressions: 257.793.107

Reach: 89%

Engagement: 662K e 0,12%