Press release
159KB
april 29, 2015 - Heineken
New Heineken® campaign brings sustainability message closer to consumers
Heineken® has launched a new digital campaign in order to bring consumers closer to its sustainability message. The Legendary 7 campaign taps into the increasing consumer interest into sustainability and a desire to understand more about the ingredients of beer. HEINEKEN is committed to buy 50% of its main raw materials from sustainable sources by 2020 and the Legendary 7 campaign pays tribute to seven farmers from France, Germany, Greece, the Netherlands and the United Kingdom who produce high quality sustainable barley and hops used to brew Heineken® beer. Through the farmers’ stories consumers can engage with the HEINEKEN sustainability story. All consumers need to do to meet the 7 legendary farmers, is access to Blippar - the augmented reality smartphone app - and a bottle of Heineken®. By scanning the Heineken® label using the Blippar app, consumers unlock exclusive content: An engaging animation film introducing the Legendary 7 The story of each of those 7 farmers Access to our sustainability commitments and ultimately linking to HEINEKEN’s 2014 Sustainability Report 7elfie – create your own Legendary 7selfie and share it on social media. Heineken® is recognised for its iconic design and for breaking new ground in its approach to marketing, so it was crucial that the Legendary 7 campaign was consistent with these qualities. The campaign draws on the legendary associations of the Wild West - Heineken®’s legendary farmers are like the cowboys of old: both breaking down frontiers and exploring the unknown in nature. In keeping with the Western theme, the illustrative style is black and white, but accents of green and red clearly identify the campaign with Heineken®’s brand identity. Mark van Iterson, Global Head of Design for Heineken®, said: “Sustainability is often seen to be complex and inaccessible for consumers. However, sustainability is at the heart of all that we do and we wanted to find a way to encourage consumers and all our stakeholders to easily engage with HEINEKEN’s Brewing a Better World programme. Legendary 7 challenges the status quo of sustainability reporting and helps consumers appreciate the sustainability thinking and all natural ingredients which go into the creation of their favourite brand”.
684915
2480x1753, 692KB
Related news |
||
|
|
|
june 25, 2021
|
april 20, 2017
|
november 20, 2015
|
|
Press release available only in original language. The Duo is Giving Away '4th For All' Combo Packs to Combat Summer's Worst Type ... |
KEY HIGHLIGHTS Consolidated beer volume +0.6% organically, with growth in Asia Pacific and Europe offsetting slightly lower volume... |
HEINEKEN USA® today unveils a special six-pack of custom handmade Heineken-bottle candles in partnership with lifestyle concept st... |
Download all 
You might be interested in |
||
|
|
|
may 29, 2015
|
april 14, 2015
|
march 02, 2015
|
|
Birra Moretti pays tribute to the present and future of the great Italian cuisine.... |
Heineken N.V. ("HEINEKEN") today announces that it has signed a binding agreement with a consortium of shareholders to acquire 4,4... |
The United Nations Industrial Development Organization (UNIDO) and HEINEKEN the international brewer, today announced plans to wor... |
Italian 
Download all 
Share
Share via mail 
Automotive
Sport
Events
Art&Culture
Design
Fashion&Beauty
Food&Hospitality
Technology
Nautica
Racing
Excellence
Corporate
OffBeat
Green
Gift
Pop
Heritage
Entertainment
Health & Wellness