Heineken: Cities of the world

This case study details how Heineken, the international beer brand, translated a global strategy into 111 local markets.

Heineken: Cities of the world

Background

Half of the globe's population lives in cities and that number continues to increase. As the world's most international beer, Heineken is available in cities across the globe. But with the emergence of craft beers and a trend to buy local, Heineken's relevance was increasingly under threat. How could Heineken prove that, instead of being an international outsider in cities, it was actually an all-knowing insider?

Insights and idea

The idea behind the 'Cities of the World' campaign was to inspire men to unlock the secrets of their cities, instead of staying within their...

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