Heineken: Heinekicks

Heineken, a beer brand, regained relevance and drove sales in Asia-Pacific by connecting with Gen Z through sneaker culture.

Campaign details

Title: HeinekicksBrand: HeinekenProduct: HeinekenIdea: LepubCountry: Italy

Media placement

ElementPlacement/LocationStart DateEnd DateNumber of airings / placementsCountry / Region
Footwear designSocial Media, In Store02/08/202201/10/202210000Asia

Relevance for Creative Strategy

Heineken was facing a clear business challenge in Asia-Pacific – relating to the Gen-Z audience who found the beer brand a ‘traditional premium' brand suited to stuffy, formal drinking occasions. With the launch of a new brew, Heineken Silver, that was targeted towards Gen-Zs, there was a business opportunity to turn perceptions around,...

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