The evolution of Heineken’s 'Worlds Apart'

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Purpose, when it comes to brands, is a strange thing. When it works well, and the brand can truly attest to having a reason for existing and working beyond the product, purpose can catapult a brand to earned media adulation and broad positive sentiment. For Heineken, its tagline, if not its purpose, is to ‘open your world’. This has placed the brand in the firing line of certain critics, who argue that that brands overstate – to the point of self-delusion – their role in people’s lives.

Heineken, however, is more sober. “We’re not there to change the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands