The ambience during Tiger's Finale Viewing Party at Sentul Depot for the World Cup was electrifying with the tense match.
FESTIVE seasons, particularly towards year-end, are chock full of friends and families coming together to enjoy themselves at parties and celebrations.
While the excitement surrounding the final two weeks of the year are understandable, Heineken Malaysia Bhd is taking the opportunity to encourage responsible and safe behaviours among consumers during the festivities.
As part of its Brew a Better World sustainability strategy, Heineken Malaysia seeks to deliver on its commitment in the areas of environment, social sustainability and responsible consumption of alcohol.
During the recent Christmas season, Heineken Malaysia joined forces with Grab Malaysia by calling on consumers to enjoy responsibly and to not drink and drive.
1,000 fans from all walks of life got together to watch their favourite teams go all out on the field, at the World Cup finals live viewing party at Sentul Depot.
The collaboration, which campaigns for responsible behaviours amongst consumers who plan to attend year-end festive events and parties, seeks to ensure that consumers can enjoy responsibly and get home safely at the end of the day.
Through the collaboration, up to 10,000 promo codes with an RM10 discount off Grab Rides were offered to consumers going to various Heineken, Guinness and Tiger brand events up until Dec 31.
Among the events included for the promo codes was the popular Tiger Football Finale Viewing Party at Sentul Depot, where 1,000 fans from all walks of life got together to watch their favourite teams go all out on the field.
Heineken Malaysia's aim to 'Spread the Cheer' and ensure the safety of the people was reflected in Penang year-end celebrations.
The viewing party was also amped up with exciting games for attendees to redeem exclusive Tiger Football merchandise and mouth-watering food to enjoy as they watched the exciting final match – won by Argentina against France this year – on a giant LED screen, giving them a true football experience.
Heineken Malaysia corporate affairs and legal director Renuka Indrarajah said, “As a progressive brewer, we are committed to advocating responsible consumption.
“Our collaboration with Grab to offer ride discounts to consumers aims to encourage all consumers attending our events to do the right thing and take alternative transport when going out for a drink.
“Do not drink and drive, we want our consumers to get home safely at the end of the day.”
Heineken Malaysia's aim to 'Spread the Cheer' and ensure the safety of the people was reflected in Penang year-end celebrations.
This campaign is in line with Grab’s number one priority, safety, where it believes in providing a safe journey when and where people need it the most.
Grab has always encouraged Malaysians to book Grab rides as an alternative to driving, whether it is for shopping, running errands, or even a night out.
Through more dedicated campaigns to encourage Malaysians to use e-hailing as a transportation mode during these at-risk times, Grab is committed to being part of the solution to help people make safe choices.
The ‘Enjoy Responsibly and Get Home Safely’ collaboration comes on the back of Heineken Malaysia’s ‘When You Drive, Never Drink’ campaign, launched earlier this year, which called on consumers to pledge to never drink and drive.
The campaign received 3,000 pledges from consumers, in addition to over 100 pledges from Heineken Malaysia’s business partners, in support of its responsible consumption agenda.
This, Renuka said, indicated growing awareness and positive behaviours in Malaysia.
Heineken Malaysia’s brand events and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Heineken Malaysia advocates responsible consumption and urges consumers to #EnjoyResponsibly. When you drive, never drink.
“The Heineken brand also dedicates 10% of media spend annually on promoting responsible consumption,” she added.
Since 2010, the brewer has invested more than RM9mil in advocating responsible consumption.
For more information on Heineken Malaysia and the company’s initiatives, visit www.heinekenmalaysia.com.
