Heineken - 150 Years of Whateverken (case study)

To celebrate Heineken turning 150 years old, the brand stayed away from the anniversary stereotype. It didn’t talk about its heritage and history. Instead, Heineken celebrated how it has been enjoyed around the world for 150 years, even if that means that we have been misspelled, misused or mistaken for a German beer since 1873.

That’s right. People all over the world have been constantly calling it "Hineken", "Haneken", or "Heneken", drinking it with a straw and so much more. But this doesn’t make any difference to the brand. What matters is that people are having a good time with it.

AWARDS
Eurobest 2024
Integrated Grand Prix

One Show 2024
Direct Marketing Grand Prix
Gold and Bronze in Integrated, Omnichannel

CREDITS
Brand: Heineken, Amsterdam.
Creative Agency: LePub, Milan.
Digital Agency: Boomerang, Amsterdam.
Production Company: PrettyBird, London.
Music and Sound Production Company: MassiveMusic, Amsterdam.

Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli.
Global CCO LePub: Cristiana Boccassini.
Chief Creative Officer: Mihnea Gheorghiu Milos Obradovic.
Creative Director: Corina Patraucean, Rainor Marinho, Sandra Bold.
Editor: Enrico Munarini.
Global Executive Creative Director: Andrey Tyukavkin, Eoin Sherry.
Groupe Strategy Director: James Moore.
Senior Art Director: Giulia Trimarchi Daniele Tesi.
Senior Copywriter: Gian Marco Panichelli Adina Cirstea.
Account Executive: Francesca Gatti.
Account Supervisor: Marta Dell'Adami.
Chief Production Officer: Francesca Zazzera.
Director of Comms Planning: Shane Roche.
Global Client Service Director: Paola Natellis.
Global Head of PR & Communications: Isabella Cecconi.
Group Account Director: Mirjana Slavkovic.
Head of Video Production: Anna Sica.