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Heineken collaborates with Pestle & Mortar to promote responsible drinking

A special edition tee designed to promote responsible drinking

Heineken collaborates with Pestle & Mortar to promote responsible drinking

In an effort to promote a culture of responsible drinking, Heineken Malaysia Berhad has teamed up with the contemporary, home-grown clothing and lifestyle brand Pestle and Mortar to create a limited edition collection of tees under the company’s corporate responsibility initiative; DrinkSensibly (DS).

This four-piece collection features typography-led designs with slogans like “Dance More, Drink Slow”, “Superheroes Cab It”, “Less is More – Know Your Limit” and “Feed Me More” with the respectable goal of reinforcing good drinking habits in a light hearted manner.

“We want to drive home the importance of responsible drinking in a creative way that connects with adults of legal drinking age. This collaboration with Pestle & Mortar is a great vehicle for us to get the message out to our target audience in a fresh and engaging manner while encouraging them to be Drink Sensibly advocates,” said Renuka Indrarajah, corporate relations & legal director of Heineken Malaysia Berhad.

The collaboration with Heineken Malaysia has also been a naturally creative fit for Pestle and Mortar.

“Statement tees have made a revival of sorts on recent runways. So from a design perspective we thought it would be a good approach to take,” said Hugh Koh, creative director of Pestle & Mortar. Koh also goes on to state that, “As supporters of responsible drinking ourselves, Pestle & Mortar was happy to work with Heineken Malaysia Berhad on this campaign to help raise awareness on Drinking Sensibly.”

With only 100 units of each T-Shirt design available, you may wish to act fast in order to secure one for yourself. Head over to www.DrinkSensibly.com.my or log on to www.facebook.com/DrinkSensiblyMY to find out how to snag one of these amazing, limited edition tees and be a part of the Drink Sensibly movement