Staying iconic while innovating: Design secrets from Heineken
Joseph CliftWarc
Beer brand owner Heineken had a notably successful time of it at the 2015 Cannes Lions International Festival of Creativity. The company was named as this year's Creative Marketer of the Year – for its role in "inspiring innovation" and "encourage[ing] creativity" in its marketing.
Some background on how Heineken's past and present marketing strategy was offered in a presentation at the Palais des Festivals from Mark van Iterson, the company's global head of design.
A difficult category
"We have just one product – that's what makes...