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Heineken

Becoming a Modern Day Brewer with an actionable innovation strategy

Challenge

How to innovate for a brand, in a traditional category like beer? Heineken was looking for ways to guide its innovation activities and align these with their new purpose and business objectives. The goal: stand out from competition and win the hearts of consumers with truly innovative solutions.

Approach

  • Strategy
  • Co-creation
  • Innovation
We decided to explore what lies beyond the core of the brand and connect it to trends in- and outside the beer category. We did a broad trend analysis and mapped those trends onto the 3 pillars of the Heineken purpose. Then, we combined trends to identify potential innovation platforms. These platforms were validated with internal stakeholders and prioritised on their impact on consumers and business. We finally developed the platforms into innovation briefings. We mapped the platforms.

Result

This led to clear new paths of growth and innovation for Heineken. The core insight: to become a Modern Day Brewer by combining tradition and innovation within the category. For three of the platforms, follow-up projects were started, creating new energy and delivering fresh solutions.

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"

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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"

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