Objective: Drive meaningful loyalty and support across the category.
While Heineken is widely recognised as a market leader with a stand out portfolio, its customers are regularly being courted by the competition, so it was key to continue to exert its authority and defend its customer base.
Insight:On and off trade customers are facing stiff competition in attracting punters and highly value tangible support that will directly help their businesses.
Harness the brand’s expertise to lend a supportive and trusted hand.
Introducing The Greenpaper, a category strategy that provided practical advice, guidance and tips as to how, together, Heineken and its customers could secure growth.
To bring The Greenpaper to life, a launch experience with a consumer feel was designed – featuring a mock up shop and mock up pub, guests could interact with tangible manifestations of the strategy.