Dive Brief:

• Heineken has launched a marketing campaign in more than 20 countries aimed at getting young people to limit their drinking when socializing.
• What makes the campaign, called "Dance More, Drink Slow," unusual is that it's aspirational -- suggesting that the key to enjoyment is to maintain control. That's a dramatic departure from the typical "scared straight" approach common to anti-drinking campaigns.
• Heineken has teamed with Grammy-nominated D.J. Armin van Buuren to promote the campaign. His newest song, "Save My Night," celebrates moderation during a night out.

Dive Insight:

It would be pretty easy for us to get cynical here. A company that sells alcohol to young adults is, arguably, the wrong company to tell young adults to scale back their drinking. But there's also an argument to be made that such a company is exactly the right source for such a message.

So we'll save our cynicism for another day. Our hats are off to Heineken. The company has its work cut out for it. Not since the straight edge movement in punk have we seen a successful attempt to make clean living seem cool.