Heineken's Ride Through the Wild West Brings Moderation Mantra to Life

Creative PR agency, The Romans, has partnered with The HEINEKEN Company to launch a new campaign that brings to life its moderation mantra: ‘Low. Slow. No.’

Set in the Wild West, ‘Low. Slow. No.’ has been personified through a cast that represent the individuality, confidence of choice, and non-conformity of those who drink in moderation; with Low represents the power of choice, Slow embodying the art of pacing and No making clear when not to drink, because sometimes saying no is the strongest move of them all.

In the film, this rag-tag trio come together in a lively bar to keep the peace and ensure everyone enjoys all the night has to offer, responsibly. Whilst leaning on classic Spaghetti Western tropes to deliver each message in a light-hearted manner.

The film was captured by The Vigilante Group and directed by John Reavey.

Hande Corapcioglu, manager moderation and responsibility at HEINEKEN said, “Our new campaign celebrates the freedom and confidence of choice that comes with moderate drinking. ‘Low. Slow. No.’ is about empowering every adult to enjoy the occasion on their own terms, whether that means taking it slow, or choosing lower-alcohol options, or confidently saying no. Our three characters are the unspoken heroes who keep the peace and make sure everyone can enjoy all the night has to offer, responsibly.”

Crafted for a global audience and created for HEINEKEN’s internal and external social channels, the campaign continues to showcase HEINEKEN’s commitment to making moderate consumption aspirational, championing it as a personal choice, and respecting every adult’s freedom to decide when, if, and what to drink. It reminds us that moderation isn’t about restriction- it’s about freedom and the confidence of choice: the freedom to choose your own way, the freedom to take your time, and the freedom to say no.

​Jack Moriarty, associate creative director at The Romans said, “Drinking in moderation should never be a social stigma, so it was only right we shone a more positive light on the subject. And with cowboy culture taking over festivals and social feeds around the world, the Wild West felt like the perfect stage to bring our mantra to life and empower audiences to stand out from the crowd.”

HEINEKEN continues to lead the conversation on responsible consumption by giving people more choice through its growing 0.0 portfolio, empowering them with clear and transparent information, and supporting actions that tackle harmful drinking.

The moderation mantra brings this ambition to life, in line with the 'Brew a Better World' Strategy, which takes a consumer-centric approach to moderation and no harmful use.

The Low, The Slow and The No tapping into the world’s obsession with cowboy culture felt like Drinking in moderation.