Heineken teams with Facebook to promote responsible drinking

Facebook has emerging as an effective marketing platform, owing to its sheer popularity and the latest to reap ...

Naina Khedekar|Dec 09, 2011, 09:50:02 IST

Facebook has emerging as an effective marketing platform, owing to its sheer popularity and the latest to reap its benefits is the brewing giant, Heineken. The Amsterdam-based brewer now joins hands with Facebook to flag off an online campaign that aims at making responsible drinking cool, reports Reuters.

Responsible drinking is cool (Image Credit: Getty Images)

Heineken touts to top the charts of Facebook as an alcoholic drinks brand with more than 4.6 million fans across the globe. Now, Facebook will take this message across via advertising to its 800 million connected users. Reportedly, Heineken's Chief Commercial Officer, Alexis Nasard has paid a ‘consequential’ sum for the deal. This partnership will offer the Heineken team, consulting and training required to use the network efficiently. A digital campaign is expected to kick off starting Monday, which will promote ‘responsible drinking.’ Heinekin takes the top spot in Europe and is the world’s third-largest brewer.

"The challenge is to make the message of responsible drinking cool as opposed to patronising, and also to try and make non-alcoholic drinks cool," said Nasard. He further added that and 7 percent of the group's marketing budget is already spent on digital content as beer drinkers spend more time online.