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A Quest for Moderate Consumption: A Story of Social Experiments, Spoken Word Artists and More
January 2, 2017
Heineken stood out in a unique way earlier this year when it gave near-total creative control to a rapper and asked him to narrate its sustainability report. In a creative distillation of the company’s 2015 sustainability report, Dutch rapper and vocal word artist Kevin “Blaxtar” de Randamie highlighted some of the brewer’s achievements in a spoken word performance. And that was just one of multiple creative new ways the brand has found to communicate its sustainability achievements and increase enthusiasm for more from consumers and other key stakeholders. For years, the brand has been building on the success of its Enjoy Heineken Responsibly campaign features, a mix of innovative marketing moves and social experiments demonstrating the aspirational value of moderate consumption of alcohol. In this talk, the brand’s sustainability lead Michael Dickstein will share more examples, outline what’s next and explain how this set of brand positioning tools is being leveraged and perceived around the world.
Michael Dickstein, GLOBAL DIRECTOR SUSTAINABLE DEVELOPMENT, HEINEKEN