Heineken's "smiling e"
promotes responsible
consumption
This March, the famous "smiling e"
became the new logo for the responsible
enjoyment of Heineken.
World of Heineken 38 - summer 2008
The "smiling e", a creation of the late Freddy Heineken, has been
a mainstay of the Heineken brand's identity for more than half a
century. The upward slant of the horizontal bar makes the "e" look like
a profile of a smiling face. The "e" has always stood for "enjoyment,"
but it will now gain new meaning worldwide as a symbol for smart and
responsible consumption. The logo will appear on packaging, pack
and commercial communication across the world.
The "smiling e" logo replaces the "Enjoy Heineken Responsibly" (EHR)
banner that has been standard on Heineken packaging since 2004.
Consumer research has shown that Heineken can credibly
communicate about responsible alcohol consumption if the
brand stays true to its own style, says Mark van Iterson,
brand design manager in Amsterdam. The Enjoy Heineken
Responsibly message cannot be communicated
separately, but must be an integral part of the brand
architecture and personality.
"A premium brand is meant to be consumed in a
sophisticated manner," says Mark. "Heineken stands
for quality, not quantity. The new stylish EHR logo is a
simple and recognisable symbol. It will remind people to
enjoy their glass of Heineken responsibly and it will convey
both premium quality and a feeling of enjoyment, that fits the
brand personality."
In time, the new EHR logo will come to be seen as a mark of quality
as well as an endorsement by Heineken. It will be a stamp of
approval certifying that the product lives up to socially
acceptable standards of responsibility with regard to
alcohol consumption, says Mark.
The new EHR logo is just one of several developments
in Heineken's efforts to promote responsible
consumption. Aart Van Gestel, of Heineken's Corporate
Affairs team believes this is clearly the way forward.
"It's not just about a logo and some ads. Our involvement
in promoting responsible consumption is about the long run.
We want to create more self-awareness amongst consumers. In
the end, it's definitely in our own interests to promote responsible
drinking habits."
mark.vaniterson@heineken.com
22
