Social Marketing: Heineken

Social marketing is much like commercial marketing, but with one major difference in agendas: Social Good vs. Financial Gain.

Unlike big corporations or brands, non-profit organizations are largely focused on influencing behavior to benefit society as a whole rather than pushing a new product or service. Great examples of social marketing include Above the Influence's "Who Controls You" campaign, and truth's "finish it" campaign.

However, some big brands do choose to use their national and/or global platform to push social marketing along with their products and that is a win-win for all. Last year Heineken released "When You Drive, Never Drink" using racing legend and safety pioneer, Jackie Stewart to demonstrate responsible drinking by not drinking and driving.

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I'm not familiar with Jackie Stewart so even though I appreciate this commercial, it doesn't exactly resonate with me. But what does are these infographics about moderate/responsible drinking surveyed and targeted towards millennials.

The bottom line is that Heineken has made it clear that they care about the well being of their consumers and the well being of the families, friends, and strangers around those consuming their product. Above pushing their product, they're pushing responsible drinking.