Haikenen, Aineken, Haignen, Heineken or Verdinha, whatever. Knowing how to speak and write the name correctly does not guarantee good times, but the most beloved international beer in Brazil knows what it can do. To celebrate its 150th anniversary, Heineken carried out an unprecedented action at the UEFA Champions League final.
During the live broadcast of the match, which took place last Saturday (10th) at 4 pm, narrator André Henning, along with the other TNT Sports commentators, Alex and Vitor Sérgio, started a dialogue in which Heineken is pronounced differently. With that, they ended up saying one of the “wrong” names of the brand that are usually used by consumers on a daily basis, in an informal way, creating an ecosystem for the brand that was reflected in social networks and in the press.
HAHAHAHAHA Are you all right there, André Henning?
The atmosphere started so tense that André even got the name of the sponsor wrong. Who saw it too?
— TNT Sports BR (@TNTSportsBR) June 10, 2023
On initiative ten start to the Heineken Anniversary Celebration campaign, which highlights many of the ways the brand has been dubbed, misnamed, or serviced differently over the years. All of this goes to show how the good times and true connections that come with having a Heineken are, in the end, what really matters.
According to research Heineken collaborated on with behavioral scientist Dr. Chris Brauer at Goldsmiths, University of London to create the Good Times Index, 87% of brand consumers see social as an important time to have fun. Additional studies with brand consumers show that 82% find it more important to be with friends even if the night doesn’t go as planned. Surprisingly, 75% of respondents believe that the people you watch a game with are more important than your team winning!
The defense of the freedom to be is a priority among the ways in which Heineken seeks socialization. The survey also indicated that for 78% of people, it is important to be on good terms with others, even with those who have different opinions. Interesting fact: this feeling proved to be stronger in Brazil (84%) and in the United Kingdom (81%).
To help bring these commitments to life, the campaign takes consumers on a journey around the world to embrace all the different ways people come together and enjoy social occasions and memories with Heineken.
The video, relaxed, brings the brand celebrating the good times it offers, even if the way consumers write or appreciate it is not 100% as originally intended. In it, the brewery replaces its logo with various alternate spellings it has noticed over the years, appearing on all of its social media accounts and pages. websiteas well as several new electric trucks.
“We are delighted to celebrate 150 years of Heineken with a global campaign that embraces all consumers. One of our main objectives is to offer good moments, regardless of how they pronounce, appreciate or read our brand and product. We want to continue with this mission for the next century and a half, reinforcing our values and main pillars of sustainability, business, campaigns and culture, through activations, sponsorships and events in that creative way that only Heineken knows how to do it”, says Eduardo Picarelli, director of the Heineken Business Unit in Brazil.
The complete film developed by the creative agency Le Pub Milan, which also includes the participation of two-time Formula 1 world champion Mika Hakkinen, whose name resembles the brand of beer, you can see below.
Good moments!
The famous words of Freddy Heineken, “I don’t sell beer, I sell coziness”never rang so true. Coziness can be translated as that feeling of good times, something that has been at the heart of the Heineken brand for the last 150 years. Of course, the good times have changed over a century and a half of existence and will continue to change, but their importance in people’s lives remains the same. Recognizing this and as part of the celebration, Heineken worked with academics to better understand the ingredients needed to deliver that sense of good times these days, a surprisingly understudied human need.
Marking an important moment in its history, the brand has decided to evolve the way it measures its success, focusing not only on the volume of beer it sells, but also on the good times it delivers to its customers in over 190 countries.
To do this, Heineken has partnered with behavioral scientist Chris Brauer of Goldsmiths, University of London to create the ‘Good Times Index’, a new measurement model that will score your contribution to creating the perfect conditions for good times. Combining human behavioral research with global research, the index identified the top five conditions needed around the world for people to experience good times, open-mindedness, inclusion and human connection.
“Providing good times has been in our DNA for 150 years. That’s why we’re developing our brand metrics to show that creating good times is as important as the beer we brew. Our goal is to continue delivering good times, in one form or another, for the next 150 years and beyond,” says Bram Westenbrink, global director of Heineken.
With the ‘Good Times Index’ in place, Heineken remains true to its vision by becoming the first beer brand to officially have the delivery of good times as one of the ways in which it measures its annual performance, along with sales and other tracking assessments.
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