Cannes Lions 2022 | Heineken® – 150 Years Young: a session worth grabbing a beer for!
At yesterday's session, Bram Westenbrink (Global Head Heineken® Brand) and Bruno Bertelli (Global CCO Publicis Worldwide) revealed how Heineken’s global brand policy has developed over time to stay fresh with consumers while remaining true to its 150 years old DNA of open-mindedness, worldliness, and inventiveness.
It takes a consistent brand personality and strong identity to sustain business growth. Once again, everything is about creativity, consistency, and relevance revolving around three pillars: Product Category, Generation, and Zeitgeist (a concept referring to period-specific cultural patterns).
The key features of effective communication lie in supporting the product category, opening a dialogue with new generations, and being topical in speaking the brand language with humour, lightness, and a refreshing tone of voice. Back to news