Heineken: Reach the Sunrise

Publicis Italy Milan

Advertiser: Heineken International
Brand: Heineken
Country: Italy

Objectives

To improve the role of beer in society is an important element in Heineken's approach to sustainability. As the leader in the premium beer segment, Heineken has the ambition and the responsibility to encourage moderate drinking amongst young adults globally. However, until recently Heineken's responsible drinking activities were fragmented and lacked consistency as well as a clear relation to the brand strategy.

In order to address these shortcomings, Heineken Corporate wanted to find a new approach that would take a progressive position making moderate alcohol consumption an aspirational behaviour among young adults as well as strengthening Heineken's already established leadership role in responsible drinking to increase brand preference.