Project - When you drive, never drink



Award for Cause-related Marketing

Project description

Project Aim

HEINEKEN's main goal, through the "When you drive, never drink" campaign, is to strengthen its position on responsible consumption. The company is constantly striving to promote moderate and responsible alcohol consumption among consumers. In addition, every year the companies in the HEINEKEN Group, of which ZAGORKA AD is a part, allocate 10% of their media budgets to promote responsible consumption in all markets that sell Heineken.

Project Target Group

The main focus of the "When you drive, never drink" communication campaign is aimed directly at all drivers, but also at all road users. The campaign seeks to promote road safety as well as address the problem of drunk driving, calling for responsible consumption and the choice of alternative non-alcoholic products when driving.

Project Duration

The campaign started in 2016, through a series of activations and a global partnership with Formula 1, which continues to this day. In Bulgaria, ZAGORKA partners with SBA - "Best Young Driver", Motorsport Academy through a series of road safety training and national Gimkhana Championship, as well as through the European Endurance Championship in Bulgaria. Separately, 10% of the media budget of our Heineken brand is invested in road safety campaigns and When you drive, never drink.

Project Activities

The company’s efforts devoted to responsible consumption are long-term, sustainable and ZAGORKA strengthen them with each year. In April 2019, ZAGORKA presents a complete portfolio of non-alcoholic products that provide consumers with a wider choice when they want to consume responsibly. In the same year, the company supported the Union of Bulgarian Motorists in selecting the best and most responsible young drivers. The campaign "When you drive, never drink" was launched with a TV & digital commercial, which was also promoted in Bulgaria, featuring former Formula 1 champions, father and son - Keke and Nico Rosberg. The campaign draws attention to the fact that no matter how confident a driver you are, the best behind the wheel is always the one who does not drink alcohol before getting in the car. In 2021, ZAGORKA supported the European Endurance Karting Championship in Bulgaria, which once again promotes among consumers and drivers moderate and responsible alcohol consumption and road safety.

Project Results

For ZAGORKA, road safety is one of the main priorities in the company's long-term strategy. In the past 2021, the company has invested nearly BGN 23,000 to promote responsible consumption and road safety through the alternative non-alcoholic beer from the Zero Zone portfolio, led by Heineken 0.0, Zagorka 0.0% and Ariana Radler 0.0%. In addition, the company has a long-standing commitment to providing regular safety training to all its employees, especially those with a road safety focus.