Heineken

How to be cooler than Gin & Tonic

Challenge

In 2015, The Gin&Tonic trend was at an all-time high. Heineken, a leading global brewery, realised that 'it's crowded at the bar'; mixed drinks, cocktails and other new beverages have given consumers a huge range of options. We set out on an explorative journey to develop fresh, new propositions to put beer back in the spotlight. We co-created new beer varieties with experts and consumers from three different continents.

Approach

  • Strategy
  • Co-creation
  • Innovation
The core of this international (Asia, Europe and US) project consisted of three pressure-cooker-style development weeks. In each country we linked up with the local brand team for an immersive deep dive into local customs, trends and developments. With those experiences in mind, we co-created with foodies, bartenders, club owners, packaging designers and other style-savvy creatives - AND our client - to come up with new ways of 'being cooler than Gin & Tonic'. These were then enriched with lead customers.

Result

The results? We co-created several pilot-ready concepts for key portfolio brands. The experience was a combination of global learning and local insights. And finally the client team embraced a faster, fresher and stronger innovation approach as the new standard.

Thank you for your interest.

You're almost there! Just give us your contact information, and you'll receive our whitepaper on "Integrating societal
and ecological impact in innovation
from day 0" 
in your mailbox.

Whitepaper download - "Innovation"

This field is for validation purposes and should be left unchanged.

Thank you for your interest.

You're almost there! Just give us your contact information, and you'll receive our whitepaper on "Why coalitions fail and how to prevent it"  in your mailbox.

Whitepaper download - "Coalitions"

This field is for validation purposes and should be left unchanged.

* By signing up to receive our whitepaper, you agree to sign up for our quarterly newsletter and other marketing related emails. You can of course deregister through the confirmation email with the downloadable whitepaper, which will remove your from our mailing list.

EN