Positioning Heineken as a category leader, putting a consumer approach on a trade launch


Stir was tasked with externalising the new Heineken category strategy, demonstrating to retailers and licensees that Heineken understands customers, consumers and opportunities for growth.


To make the category strategy memorable and actionable for customers, Stir focused on the outputs of the research and called it The Greenpaper. Not only reflected the Heineken brand colour but also the ‘green’ ambitions of the business.

Held at Shoreditch Studios the launch was specifically designed to feel less like a traditional trade event, with the space split into a mock-up shop and pub so guests could explore and interact with the brands.


40 journalists, 10 one-to-one media interviews and over 45 pieces of coverage achieved.