When it comes to video marketing for alcohol there is an abundance of rules and regulations but making sure your product has pride of place in the advert is usually a good start. Heineken have released a web video for the upcoming party season to encourage drinking its product in moderation though, which features a partygoer taking in the merest of sips of the beer before transferring to water.

It’s a pretty slick campaign really which features well known DJ Audrey Napoleon (?), a free track available to download as well as a social media campaign based around staying sober enough to actually witness the sunrise (#sunrise #mysunrise).

As part of the ‘Open Your World’ campaign the advert intends to encourage and celebrate aspirational behaviour amongst adult consumers. Sounds a bit strange for a beer brand? This is what Heineken’s CCO had to say:

"The campaign reinforces the importance of staying in control and celebrates moderate consumption without being patronizing…We want to show that enjoying Heineken in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences."

Launched on YouTube yesterday the player comes with a pretty cool Twitter mod that shows the real-time tweets pertaining to the ad.

If you want to get your brand or business up and running on the web with a video production why not get in touch.