Heineken 150
Heineken celebrates its 150th anniversary with a campaign focused on reinforcing its connection with Dutch consumers. Instead of emphasizing its legacy, the brand embraces its role in Dutch social culture with humor and self-awareness. The campaign highlights the many nicknames Dutch people use for their beer, emphasizing Heineken’s integral place in local traditions.
Date
2024/2025
Role
Creative Director
The Challenge
HEINEKEN’S STRONG INTERNATIONAL IMAGE HAS LED TO A WEAKER LOCAL CONNECTION WITH DUTCH CONSUMERS. THE CHALLENGE IS TO RECLAIM ITS POSITION AS A TRUE DUTCH BRAND BY EMPHASIZING ITS CULTURAL RELEVANCE AND DEEP-ROOTED PRESENCE IN THE NETHERLANDS. THE CAMPAIGN STRIKES A BALANCE BETWEEN HEINEKEN’S GLOBAL PRESTIGE AND ITS ROLE IN EVERYDAY DUTCH GEZELLIGHEID.
The Solution
THE CAMPAIGN REPLACES “HEINEKEN” WITH POPULAR BEER NAMES LIKE “BIERTJE” AND “KOUDE KLETSER.” THE TAGLINE: "HEERLIJK HELDER. HOE JE ONS OOK NOEMT. PROOST OP 150 JAAR GEZELLIGHEID," EMPHASIZES THE ROOTED PRESENCE IN DUTCH CULTURE. THE 360° MEDIA STRATEGY INCLUDES TV, ONLINE VIDEO, OOH, FOOTBALL ACTIVATIONS, INFLUENCERS, AND SPECIAL EDITION BOTTLES. A PARTNERSHIP WITH ALBERT HEIJN OFFERED CUSTOMERS A CHANCE TO WIN A TALKING FRIDGE, "DE KOUDE KLETSER."
