Heineken ‘When You Drive, Never Drink’ Campaign
Heineken leverages the star power of F1® champion Max Verstappen and the immersion of global esports to redefine "The Best Driver" not by speed, but by sobriety. By moving from passive advertising to active gaming experiences like Player 0.0, the campaign successfully embeds a critical responsible consumption message into the culture of a new generation.
Redefining the Podium: The Best Driver
For decades, the title of "Best Driver" was reserved for the fastest. It was measured in lap times, pole positions, and checkered flags. But Heineken is rewriting the rules of the road with a bold new definition: The best driver is the one who is not drinking.
This is not just a safety message; it is a cultural intervention.
Research reveals a dangerous truth: over 40% of people have accepted a ride from a driver who had been drinking, often justifying the choice based on arbitrary traits like "experience" or "confidence." To dismantle this behavior, Heineken partnered with the ultimate authority on driving—four-time F1® World Champion Max Verstappen—to deliver a counter-intuitive message. Even for the fastest man on earth, the only status that matters behind the wheel is sobriety.
To land this message with a generation that values experience over advertising, Heineken launched Player 0.0, a global gaming initiative that transforms a responsible consumption warning into an interactive competition.
Expanding from a pilot in three countries to 20 markets in 2024, Player 0.0 engaged over 50,000 participants and generated 1.6 billion gameplays. By blending the thrill of sim racing with the clarity of their message, Heineken proved that the most powerful connection isn't made through a billboard, but through shared experience.
This campaign moves beyond the traditional "anti-drink driving" stance. It empowers consumers to make the only choice that counts. Whether you are an F1 champion or a designated driver for the night, the criteria for greatness has changed.
The Best Driver isn't the one who crosses the finish line first. It’s the one who ensures everyone gets home safely.