Nudge to increase sales of Heineken 0.0 and reduce drink driving globally
Client: Heineken Global, UK, NL, NL and VN
Heineken is on a mission of becoming the leading beer brand within positive behavior change using their Formula 1 sponsorship and platform to push for a global and measurable reduction in drink driving.
To make this happen, Heineken set out to develop a behavioral change programme by partnering with Krukow to advise on the strategies and solutions within nudging and applied behavioral science. All with the ambition of launching a global behavior change program that enables bar owners all over the world to take part in the battle against drink driving.
68% of the world’s population admits to having driven after drinking. Research shows that after having just one beer the risk of getting in an accident increases by 40%. Heineken asked us to help understand drink driving habits, point out areas where change would be possible and advise them on design nudges that could help facilitate measurable and global impact. Furthermore, to increase sales of the new Heineken 0.0 and basically help make the right decision easy.
Drink driving almost never happens as a conscious choice. Often, it is a matter of how well or bad the individual bar environment displays and works with social norms, our availability of options when going out as well as our tendency to overestimate our ability to stick to our good plans and intentions. This makes the design of bar environments crucial when wanting to reduce drink driving. We started the nudge-development by mapping intervention points in global bar environments:
1. When preparing a night out; 2. When purchasing the first drink; 3. When leaving the bar. These three moments – or interventions points – all have great opportunities for improvement. Keeping bar guests from taking the car or scooter when going out; helping them choose a non-alcoholic beverage when buying drinks – and offering alternative means of transportation when leaving the bar. The broad range solutions encourage drivers to stay within a zero-alcohol limit by making alcohol-free drinks prominent, by communicating and increasing the availability of alcohol-free offers and by offering a driver’s menus.
Rewarding positive behavior through driver incentives and bar staff support including encouraging people to make the right decision through reminders throughout the car park and bar through signage and POS material. Our advice to Heineken was to implement positive norm display, visual feedback and availability of good options throughout the user journey. This could also involve pick-up services when planning a night out, integrating positive imagery and people doing the right thing into the bar environments as well as giving guests feedback on the right choices related to alcohol consumption. Furthermore, increasing availability of non-alcoholic options and alternative transportation options are great ways too.
So far, the interventions show promising signs of an actual change in drink-driving behavior:
Prominent “nudges” deliver drink-driver reduction
The bars with the highest level of support for the pilot study saw a reduction of drink driving behavior of up to 50%
Peer support matters – it’s not just an individual decision
80% of people said the programme would encourage them to support their friends not to drink alcohol if driving
Public commitment is an impactful tool to promote drink-driving behavior change
60% of people said the pilot made them think about changing their behavior
The prominence of alcohol-free options including Heineken® 0.0 made a positive impact on drink driving behavior
14% more customers said it was easier to access alcohol-free beers from control week to test week