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 sentime of certain critics, who argue that that brands overstate – to the point of self-delusion – their role in people’s lives.

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