REACH THE SUNRISE

Young men typically tuned out responsible drinking campaigns that focused on negative consequences. So, Heineken took a different approach—launching Reach the Sunrise, a global responsible drinking campaign on New Year’s Eve, the biggest drinking occasion of the year. Instead of warnings, the idea celebrated moderation as the key to making the most of the night. Across integrated media channels, the campaign delivered a clear, positive message: those who pace themselves unlock more opportunities as the night goes on. The results were remarkable—Heineken captured 74% of the global social buzz around moderate drinking, drove over 3 million views in just four weeks, and significantly boosted perceptions of brand credibility (+20%) and campaign effectiveness (+10%), with over 27,000 online interactions.