A plataforma Green Your City, of Heineken, reports positive results and continues to promote a large movement of more sustainable practices in the brand’s internal and external processes. To celebrate the first year of the initiative and the results achieved, Heineken launches the campaign “A Year Creating the Next Years Together”.
Developed by Agência Le Pub, the messages reflect important legacies such as the delivery of the first urban microforest, the installation of solar panels and the number of homes and bars supplied by renewable energy. In addition to the digital campaign, which unfolds throughout this month, the creative strategy was also materialized in OOH pieces, which will be broadcast on December 15 at bus stops, clocks and subway stations.
Still within the celebrations, Heineken will extend the innovative action it developed outdoors formed by solar panels and install the structure at the AMATA Bar, located in the Pinheiros district of São Paulo. In September of this year, Heineken mounted solar panels on a outdoor connected to Brewteco, famous carioca bar located in Gávea.
Created to house projects in the areas of sustainability and culture, the Green Your City platform has commitments that involve the pillars of more sustainable cities, circular economy and responsible consumption, and encompasses the brand’s four major sustainability goals by 2030:
– Renewable energy: 50% of Heineken points of sale in 19 capitals will have renewable energy by 2030. The brand acts as a bridge and multiplier in the conversion to sustainable energy sources;
– Circularity: 80% of Heineken’s glass packaging will be circular by 2030. Implement a circular economy system for packaging, especially for bottles long necksis a priority commitment for the brand;
– Microflorestas: In partnership with the Floresta de Bolso project, Heineken will implement urban microforests in 19 capitals in the country by 2030. The green pockets will collaborate to improve air quality, maintain the climate, control floods and regenerate the original biome;
– Responsible Consumption: Since 2010, Heineken has invested 10% of all its marketing in responsible consumption actions. The launch of Heineken 0.0 represents a strong incentive for this change in behavior. And, by 2030, efforts will be multiplied so that no consumer takes the wheel of a car after ingesting a Heineken.
In 2022, Heineken recorded important advances in these goals:
– Renewable energy: More than 11,000 new Heineken Energia Verde Program contracts signed in 2022, with 2,000 partner establishments and 9,000 homes;
– Circularity: 36% of circular glass packaging in 2022;
– Microflorestas: Implementation of the first urban microforest, inside the Olympic Park, in Rio de Janeiro;
– Responsible Consumption: Strengthening the 0.0 positioning, contributing to behavior change.
The brand’s journey towards building a more balanced world had its genesis with the announcement, made in December 2020, of the production and bottling of Heineken beers with 100% renewable energy at the breweries in Alagoinhas (BA), Araraquara (SP), and Ponta Grossa (PR), and until 2023 in Jacareí (SP). However, it was in the last year, within the Green Your City Platform with the Heineken Energia Verde Program that aims to facilitate access to renewable energy throughout Brazil, that the initiative gained strength, encouraging people to rethink their forms of consumption, including use of electricity in the home. In addition to raising awareness, the action benefits participants with direct discounts on their energy bills.
The project is operated in partnership with regional generators of certified renewable energy and the availability of the service happens gradually in the country. The first stage, still in 2021, was aimed at partner bars and restaurants. So far, two thousand partner establishments have joined the program across the country.
Due to the great success, the movement was extended to the homes of Brazilians, and residential consumers living in regions covered by the program were able to choose to participate, free of charge, and have access to 100% renewable energy in their own homes. Throughout 2022, nine thousand residential consumers received the benefit.
To bring the spotlight to the action, Heineken also created a campaign that impacted 20 million people when it aired on the same night simultaneously on the main open TV channels in the country, such as Globo, Record and Band, presenting an ad created only with screens without light. Check out the movie:
Green Your City & Greener Festivals
One of the main objectives of the platform Green Your City is to develop experiences that combine Heineken®’s sustainability purpose with entertainment. With the cultural resumption, after the difficult years of the pandemic, the brand’s participation in major events, such as music festivals, began to be fully thought out based on the concept of more sustainable cities and festivals.
The activation journey included events such as MITA, Quero!, MECA and Popload, festivals held this year and sponsored by Heineken®. In all of them, consumers had the opportunity to experience experiences aligned with the sustainability messages, with a view to the circularity of waste, biodiversity in physical structures, supplying facilities with renewable energy and encouraging responsible alcohol consumption.
The culmination of this journey took place in September, during Rock in Rio Brasil 2022, the largest music and entertainment festival in the world. Heineken®’s sustainable initiatives at the event left legacies for Rio de Janeiro: The brand, in partnership with biologist and landscaper Ricardo Cardim, implemented an urban microforest of 1265m² in the Olympic Park, formed by more than 830 specimens of 53 species different species native to the Atlantic Forest. The initiative is part of the goal of implanting urban microforests in 19 Brazilian capitals by 2030, with Rio de Janeiro being the first to receive the green area. to Heineken® it also installed a mini-plant made up of photovoltaic panels inside the Olympic Park. The structure, which served to supply the brand’s activations during the festival, remained a perennial legacy for the place. The estimated generation of this mini-plant is 3,943,675 kWh over 25 years (average duration of the plates). This generation is equivalent to the average consumption of 2,159 popular houses for 1 year and the reduction of 354,931 kg CO2e in the atmosphere.
And the future?
The initiative was launched at the end of 2021, fueled by insights innovators who collaborate with an unprecedented perspective when discussing reductions in the environmental impact, through experiences, reflections and behavior change. And, like a historic landmark, in its debut, it lit up iconic buildings and structures in three cities in the country – São Paulo, Rio de Janeiro and Belo Horizonte, which came together to show that the future is promising and the best nights are made with renewable energy. Hand in hand with people, Green Your City remains an open and extensible platform that integrates and enhances existing human values.
“The platform Green Your City it is our real commitment to be a 100% sustainable brand over the coming years. It is our purpose to build a greener and more balanced world. Sustainability for us is a joint construction and, therefore, we look not only to our internal processes, but also to our partners and consumers. For 2023, we will have great news and all our actions will continue with the mission of encouraging people to be agents of transformation in society”, concludes Eduardo Picarelli, director of the business unit of the Heineken® brand in Brazil.
Beatrice Jordão, the brand’s senior marketing manager, states that “today, as we reflect on our one year anniversary, we remain inspired and honored to see so much passion and enthusiasm in our consumers, who walk with us and play a fundamental role in helping to transform the world. This is our mission as a brand, we want to leave a legacy, like the first microforest in the Olympic Park, in the city of Rio de Janeiro! Show the world that we can have a more open mind to look at the sustainability issue with lightness and entertainment. And with that, we invite you to a greener journey!”
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