Case study: Commercial communication in Italy
“We believe that consumers ‘reward’ a company and a brand that promotes responsible behaviour.”
Gianluca Di Tondo Marketing Director Heineken Italia, Italy
Responsible beer consumption
Heineken recognises the need to balance its commercial practices with its social responsibility, having our established rules for responsible commercial communication.
“Being responsible is not only the respect of law or launching an advertising campaign, but it has to do with a complex programme regarding the whole company and the company culture itself,” says Gianluca Di Tondo at Heineken Italia. “In Italy the media and the government are very focused on the alcohol abuse issue.”
Heineken started a proactive approach in 2004 with regards to responsible consumption building the Enjoy Heineken Responsibly platform. In a heavily broadcasted television campaign (named Pensaci) Heineken Italia stressed the insight that if you drink and drive, you are not only a danger to yourself, you are a danger to others as well.
“Even when you talk about a potential negative aspect of our product, the appropriate approach is to adopt a responsible and pro-active attitude in order to gain credibility towards our stakeholders”, says Gianluca Di Tondo. “The research results show we strengthen our brand equity positively.”