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What we will do in 2008
- Issue the printed version of our new manual on the Rules for Responsible Commercial Communication
- Make our e-learning tool available for all relevant sales and marketing employees throughout the year. To keep it appealing, we will constantly update the tool with relevant examples of good and bad practices from all markets
- Translate and adapt our ‘Enjoy Heineken Responsibly’ website for more than 20 markets
- Re-design the Enjoy Heineken Responsibly logo and integrate it into packaging and commercial communication
- Further expand the Enjoy Heineken Responsibly platform, supported by an international multi-media campaign
- Build ‘responsibility’ into the architecture of the Heineken brand making it an integral part of the brand ‘DNA’
- Develop and/or enhance responsibility messaging on 10 key brands globally
- Increase the number of responsible consumption activities conducted in partnership with third parties
- Continue to invest in responsibility programmes run through industry associations
- Continue to assure compliance with our Cool@Work programme, especially for newly acquired companies and greenfield operations
- Group office will continue to promote the implementation of best practices through our intranet site ‘Alcohol, Company & Society’, a support tool for local Cool@Work managers worldwide.
