Heineken celebrates 150 years with an award-winning campaign, exploring future growth beyond beer

30 mei 2024

Celebrating 150 Years

Heineken was founded in Amsterdam by Gerard Heineken in 1873. Today Heineken is available in over 190 countries, and one of the Kantar BrandZ’s top 3 most valuable beer brands.

Gerald’s grandson, ‘Freddy’ Heineken defined what the beer brand meant when he famously said “I don’t sell beer, I sell gezelligheid,” the Dutch word for “fun” or the feeling of good times.

Heineken has recently celebrated its 150th anniversary with a unique campaign that embraced the brand’s legacy of good times.

 Heineken MDS

Source: Kantar BrandZ Most Valuable Global Brands; Kantar BrandZ Beer studies

Creative Excellence

Heineken has long been associated with strong creative.

The campaign to celebrate its 150 years took a light-hearted approach playing around with misspellings of its name and showcasing the different ways Heineken can be enjoyed.

It has recently been recognized in Kantar’s Creative Effectiveness Awards 2024 in two categories.

Heineken 150 years

Beyond Beer?

Heineken has talked for several years about moving ‘beyond beer’ in their portfolio planning and it has recently opened an innovation hub in Singapore to explore ‘beyond beer’ formats.

BrandZ data for Heineken’s key markets on Kantar’s Blueprint for Brand Growth ‘Find New Space’ growth accelerator starting grid also suggests that growth will come from ‘redefining the business you think you are in’.

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