• by Teresa Buyikian , Yesterday

Anti-drunk-driving initiatives often target nighttime bar-hoppers, but little attention is generally paid to those who take part in day drinking.

According to a recent survey by Heineken USA of 1,015 Americans ages 21 and over who “drink at least occasionally and have a driver's license,” 60% who enjoy day drinking admit to driving after consuming alcohol at these occasions. And equally troubling, only 45% of Americans who day drink “say their group has a designated driver every time,” with 11% never having a designated driver when day drinking.

In response, the beer, in collaboration with the nonprofit Team Coalition, has launched a new U.S. creative platform entitled “There's No Such Thing as Fine to Drive.”

The brand says the goal of the effort is to “help normalize and celebrate having a DD (designated driver) for any occasion – day or night.”

The campaign “builds on our longstanding commitment to responsible consumption, but with a fresh and culturally relevant approach," says Maggie Timoney, CEO of Heineken USA. "We're connecting with people where they are, leaning into commonly used language to encourage smart, responsible choices around day drinking. Our goal is … to make a real difference by reminding everyone that when you drive, you should never drink."

Heineken is using relevant social media influencers to get out the message. Working with the nonprofit Team Coalition, the brand has engaged lifestyle content creator Cassidy Jordan and professional BMX athlete and content creator Jarren Barboza, among others. The influencers will create and post DD-focused content from various day drinking events this summer, “proving that being the DD is not only responsible, it can be a cool and enjoyable part of the fun.”

Team Coalition, (which stands for Techniques for Effective Alcohol Management) is a national nonprofit that promotes responsible drinking and “positive fan behavior at sports and entertainment events.”

"More than 45,000 employees working at 132 sports and entertainment venues across North America became ‘Team certified’ in the last twelve months," says Jill Kiefer, executive director of Team Coalition. "Those venues host thousands of events attended by millions of consumers… 77% of those venues host at least some events in the daytime."