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Heineken

Becoming the beer brand of choice for gen Y/Z

Challenge

Cities & social occasions are the natural habitat of the Heineken brand. Since its inception, the Heineken brand and family have actively contributed to making cities better: the Vondelpark was sponsored by Heineken in the early days. By creating meaningful experiences that engage young aspirational generations, Heineken wants to build on its legacy and make cities greener. But what drives Gen Y and Z? And how can we appeal to their needs? We ventured on a co-creation journey to develop a positive impact program, global sustainability concept and strategy for the Global Heineken Brand to ‘green cities’.

Approach

  • Strategy
  • Co-creation
  • Innovation
After identifying GenZ’s needs and city developments, we built the first hypothesis about where Heineken could play. Through a series of co-creation workshops with Internal stakeholders (OpCos) and external experts, we developed a positive impact program. A global sustainability concept and partnership strategy for the Heineken Brand to ‘green cities’. This plan was validated with lead consumers in five markets: Korea, France, Brazil, UK and Germany.

Result

This positive impact program resulted in various initiatives, amongst which is the development of the Greener Bar playbook. But beyond that, it sparked the development of the more overarching Heineken Greener strategy. 
A strategy to inspire activations & innovations that build a more meaningful brand in a zero waste future.

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