• by Tanya Gazdik , January 13, 2016

Heineken is launching an integrated global marketing campaign today geared toward Millennials that focuses on the responsible consumption of alcohol.

“Moderate Drinkers Wanted” includes a TV spot showing frustrated women using public transportation to make their way home, leaving their companions (drunken men) behind at the bars.

Created by Publicis, the spot features the iconic 80s song “I Need A Hero,” originally sung by Bonnie Tyler and featured in the movie “Footloose.” Emmy award-winning director Nicolai Fuglisg shot in Los Angeles bars and the subway. The voices of the female stars in the campaign are used to sing the track.

At the end of the spot, a man charms the woman serving him drinks in a bar when he turns down a second bottle of Heineken and leaves with his faculties intact.

The spot will air across 30 markets worldwide. The goal of the campaign is to encourage men to drink responsibly during their nights out by showcasing how potential partners may find those who practice responsible behavior more approachable.

Heineken enlisted Canvas8, who surveyed 5,000 premium beer drinkers ages 21-35 in five countries. They found that Millennials prefer to enjoy their beers by drinking responsibly and in moderation and that 75% of Millennials limit alcohol consumption a majority of their nights out.

“This study shows responsibility is becoming an active -- and attractive -- choice for a motivated generation who want to stay in control,” said Nuno Teles, chief marketing officer, Heineken USA, in a release. “Drinking responsibly enables Millennials to shape their own reputation and to make the best of every opportunity that comes their way.”

The new campaign builds on Heineken’s commitment to use its flagship brand to convey the “Enjoy Responsibly” message, first launched in 2004.

In addition to investing 10% of its media spend in dedicated responsible consumption campaigns, the brand delivers its responsibility message through its sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events around the world.

Well over two-thirds of Millennials (69%) cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out. More than a third of those surveyed (36%) admit they have suffered “social shaming” after appearing to be drunk in a photo on social media.

The x-factor for a great night out is shifting, with Millennials prioritizing good food and friends over excessive alcohol consumption. They are also searching for "new experiences" (49%) rather than the same old "great entertainment" (39%).

When it comes to finding "the one," nearly all (97%) believe that drinking excessively is not conducive to meeting someone and falling in love. The vast majority of survey participants (88%) accept that they are responsible for how their life turns out.

Nearly three-fourths of those surveyed (71%) believe that their life is better when they moderate their behavior. Nearly seven out of 10 (69%) feel they have to work harder for career success than their parents.