f
C
The Heinekenbrands recent 'Sunrise' initiative resulted in almost
three million consumers actively engaging with the brand, and
many thousands sharing their sunrise images with others around
the world via Facebook. At the same time, the initiative has given
the responsible drinking message an inspiring endorsement that
other campaigns have failed to do, making moderate consumption
aspirational. But with more than 200 beer and cider brands in its
global portfolio, HEINEKEN's combined local and regional efforts
are also playing an important role in stimulating conversations
about responsible consumption.
unrise' broke away from
l W the norm of traditional
responsible consumption
communication, which is rarely integrated
with the brand's positioning and essence.
Heineken® broke the mould with 'Sunrise',
leveraging the 'Man of the World' from
the award-winning Heineken® advertising
campaign 'Open Your World', to bring to
life the powerful idea that there are no
limits, when you know your limits.
The results were outstanding, with
Heineken® dominating approximately 75
per cent of global digital conversations
32
World of HEINEKEN Quarter 2 2012
