Heineken USA launches a campaign targeting those who drink during the day, warning that even if you feel fine, you might not be fit to drive

A Direct and Clear Message

This campaign targets those who consume alcohol during the day, with a straightforward message: even if you feel fine, you might not be fit to drive.

A Different Approach to Prevention

Most drunk driving campaigns focus on people who drink at night. However, Heineken USA decided to take a different route, targeting those who consume alcohol during the day.

Survey Reveals Concerning Habits

According to a recent survey of 1,015 Americans over the age of 21 who “drink at least occasionally and have a driver’s license,” 60% of daytime drinkers admitted to driving after consuming alcohol.

Lack of Designated Drivers

The survey also revealed that only 45% of daytime drinkers always have a designated driver in their group, while 11% never have one when drinking during the day.

Campaign Objective

Through this initiative, Heineken aims to raise awareness among a less-targeted audience, reminding everyone that road safety does not depend on the time of day.