Reviving the Premium Image of Heineken: Fresh Experiences and Raving Reviews
Heineken faced a daunting challenge when the pandemic disrupted its large-scale marketing efforts, resulting in a decline in the beer’s premium image. As the lead agency for the Heineken Credentials Launch 2022, we took up the challenge and designed an exciting campaign to showcase Heineken’s premium image.
Our team came up with a 360-comms plan that brought the campaign messaging to life through a series of thrilling events, media engagements, press releases, PR kits, influencer amplification, and advocacy. We developed two phases to the campaign, starting with the Star Academy Finale, which amplified the annual trade highlight of the year.
The Star Academy Finale gave members of the media a chance to experience Heineken’s brewing principles in a whole new way, with a sensorial journey from Barley to Bar. The event marked the beginning of a larger-than-life campaign that would showcase the premium image of Heineken like never before.
The campaign culminated with The Heineken Hotel Takeover, a two-week long hotel takeover that took attendees on a journey of music, food, art, and wellness. The event was a roaring success, with over 1,800 attendees across two weekends, experiencing Heineken’s perfectly brewed beer with a refreshing first sip.
The Heineken Credentials Launch 2022 campaign was a resounding success, with over 207 media and social media earned coverage and a PR value of RM2,366,136. Our team engaged 50 influencers, who posted 341 content with a total reach of 4 million and total engagement of 3 million. With the message that “Fresh Experiences Start With The Refreshing First Sip of Heineken,” the campaign has set a new standard for premium branding.
