Heineken
150 jaar
Proost op
150 jaar gezelligheid
Heineken celebrates its 150th anniversary with a campaign focused on reinforing its connection with Dutch consumers. Instead of emphasizing its legacy, the brand embraces its role in Dutch social culture with humor and self-awareness. The campaign hightlights the many nicknames Dutch people use for their beer, emphasizing Heineken's integral place in local traditions.
Heineken Nederland
2023
Lead Design / Motion
Challenge
Heineken's strong international image had led to weaker local connection with dutch consumers. The challenge is to reclaim its position as a true dutch brand by emphasizing its cultural relevance and deep rooted presence in the Netherlands. The campaign strikes a balance between Heineken's global prestige and its role in every day Dutch gezelligheid
The campaign replaces "Heineken" with popular beer nick names like "Biertje" and "Koude Kletser". The tagline "Heerlijk Helder, hoe je ons ook noemt. Proost op 150 jaar gezelligheid" emphasizes the rooted presence in Dutch culture. The 360 media strategy includes TV, OLV, OOH, football activatons, influencers and special edition bottles. A partnership with Albert Heijn offered customers a chance to win a talking fridge:"De Koude Kletser"
