Heineken USA’s new campaign, "There's No Such Thing as Fine to Drive," is helping to shine a light on the risks of day drinking and driving. The initiative is a collaboration with TEAM Coalition, a nonprofit focused on safe fun at events.
As part of the collab, they surveyed 1,015 drinkers ages 21 and up, revealing a concerning trend: 60% of Americans who day drink admit to driving afterward. Heineken wants to challenge the common assumption that having a meal or water makes it safe to drive after a few drinks, especially in the daytime.
The survey also finds:
- Only 45% of respondents say their group always has a designated driver (DD) when day drinking.
- 11% say they never have a DD or act as one.
- Many believe they’re “fine to drive” after two drinks or if they’ve eaten – a risky misconception.
- The likelihood of using a DD is far lower during brunch (20%), July 4th events (41%), or beach outings (26%) than at nightclubs (67%).
To try to change people’s casual attitudes about day drinking and driving, Heineken is partnering with creators like Cassidy Jrdn and Jarren Barboza to promote responsible drinking habits. The campaign builds on the brewer’s broader "When You Drive, Never Drink" message and is part of their Brew a Better World strategy. CEO Maggie Timoney sums it up: “Our goal is simple: to make a real difference by reminding everyone that when you drive, you should never drink.”
Source: Heineken USA
Scott's Thoughts:
- Designated drivers deserve their own international holiday! Don’t you agree?
- I have been DD. I have also been the one needing a DD.
- It is not worth it to take a chance. Could cost you a lot of money, and could cost a life.