In honour of its 150th anniversary, Heineken, an internationally loved beer brand, is marking the occasion in a distinctive manner. By showcasing the different ways the brand has been affectionately nicknamed, misspelt, or accidentally misrepresented throughout its history, Heineken® underscores the underlying significance of enjoying memorable moments and building authentic relationships while savouring a delightful beer.
A television commercial showcases people interacting with the brand in various manners, like getting a tattoo featuring the brand name spelt incorrectly or playfully mispronouncing it when ordering the drink. The advert underscores the diverse ways in which the beverage is consumed worldwide.
To commemorate this significant milestone, Heineken has unveiled a unique, limited-edition packaging. The bottles in this edition deliberately display a misspelt version of the brand name, incorporating the number ‘150’ into the logo.
Additionally, the brand has partnered with Dr. Chris Brauer, a human behavioral scientist from Goldsmiths, University of London, to develop a brand tracking metric called the Heineken Good Times Index. This index aims to investigate the factors that contribute to consumers experiencing a sense of good times in relation to the brand.
Speaking about the campaign, Bram Westenbrink, global head, of Heineken Brand says, “We’re open-minded about the way that our consumers refer to us, how they spell and nickname us, and how they drink Heineken because we know this doesn’t really matter.”
Throughout our 150-year legacy, we have learnt that good times are not about getting it right, but the conditions, locations, and people we can enjoy a beer with. While how we enjoy good times may have changed and may differ in each of the 192 countries we are sold in, the need for good times remains the same and consistent, just like our beer,” he adds.
Dr Chris Brauer, Director of Innovation at Goldsmiths, University of London, said: “When we came to this project, we recognised that the understanding of what makes a good time, required a new and fresher perspective. Together with Heineken®, we have worked to better understand the multiple dimensions that make up that feeling of “Good Times”, and the ways in which it is experienced today.
Good times are not just one thing or another, they are a multitude of different and subjective feelings, experiences, wants and needs that help generate a sensation and fulfil higher order needs. There has never been a more important time or opportunity to measure the role and prevalence of good times in our lives, so I’m excited to see a brand like Heineken® take serious steps to ensure that they are better understanding and enabling that feeling of “gezelligheid”.”