The world-renowned beer brand continues its advocacy for drinking responsibly with its latest campaign, emphasizing that the best driver is the one who does not drink.

Heineken has launched its latest campaign under the “When You Drive, Never Drink” platform (WYDND), taking a strong stand against drink driving. The campaign, featuring the three-time Formula 1 World Champion Max Verstappen, reinforces the message that the best driver is one who does not drink alcohol, except when it’s Heineken 0.0. This message is brought to life through a captivating brand film that highlights the importance of responsible behaviour behind the wheel.

As part of this initiative, Heineken Malaysia has introduced Player 0.0, a mobile and sim racing competition that embodies the WYDND platform. Player 0.0 emphasises Heineken’s commitment to providing unique and memorable experiences while delivering the crucial message that “The Best Driver is the one who is not drinking.” This competition offers participants the opportunity to showcase their safe driving skills, with the chance to compete internationally and meet Max Verstappen.

Heineken has consistently promoted enjoyment that is both fun and safe. For those who are designated drivers, Heineken 0.0 provides the same great taste of Heineken beer without the alcohol, promoting responsible behaviour and combating the issue of drink driving.

Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad, expressed excitement about the initiative, stating, “At Heineken, we believe that fun and safety go hand in hand. This initiative is part of our ongoing commitment to promoting responsible drinking. Player 0.0 allows us to deliver our message in a contemporary way by utilising digital platforms and interactive gaming. By incorporating our message into a mobile and sim racing competition, we hope to engage millennials and tech-savvy audiences to emphasise the importance of safe driving in a manner that truly resonates with their everyday lives.”

Player 0.0 promises to be an exhilarating competition as Heineken searches for Malaysia’s first Player 0.0. Participants can qualify for the title through both online and on-ground events, showcasing their skills to achieve high scores. The Malaysian champion will have the opportunity to compete with other international Player 0.0s and meet Max Verstappen. Additionally, the second and third place winners will be rewarded with tickets to the Formula 1 Singapore Airlines Singapore Grand Prix.

The campaign extends beyond the main competition, with nationwide outlet activations where consumers can try out Player 0.0 and qualify for the Malaysia Final. Designated drivers who achieve the highest scores and pass a breathalyser test will have the chance to win a luxury SUV driving experience. Consumers nationwide can also win passes to the Formula 1 Singapore Airlines Singapore Grand Prix by purchasing Heineken or Heineken 0.0, with more details available on the campaign website.

The campaign will culminate in a grand finale on 24th and 25th August, where the Malaysian Player 0.0 champion will be crowned, followed by a viewing party in conjunction with the Formula 1 Heineken Dutch Grand Prix. Heineken’s viewing party promises a blend of excitement and the refreshing taste of Heineken, celebrating the world of Formula 1 with moments of connection and enjoyment.

Join Player 0.0 through this link or visit participating outlets, and start showcasing your safe driving skills today! For more information log on to the campaign website. 

Heineken and Heineken 0.0, along with all promotions, are for non-Muslims aged 21 and above only. For more information and updates, log on to the website at  https://www.heineken.com/my/en/home or follow Heineken^® on Instagram (@HeinekenMY) and Facebook (https://www.facebook.com/HeinekenMYS/).