Understanding the Aging Population
This year saw the launch of the third
challenge. The '60+ Insight Challenge'
encouraged creative people around the
world to film, photograph or document
their observations on the lifestyles and
preferences of the 60-70 age group.
"In many parts of the world the
population is aging. We know relatively
little about this older group," explains
Ellen. "By crowdsourcing global insights
using The Ideas Brewery we have the
opportunity to better understand them,
and develop propositions that better cater
to their existing needs."
Almost 60 entries were received during
the three-month submission period. A
HEINEKEN 'challenge team,' made up
of individuals from across the business,
short-listed 10 entries before an official
jury of internal and external experts
deliberated on the winners. Three
entries that showed the greatest insight,
creativity and relevance for HEINEKEN
were awarded a share of the $10,000
prize money, including overall winner
Marie Cecile Schouwenaar who revealed
a multitude of observations about a new
generation of 'Social Seniors'.
From Insight to Innovation
The '60+ Insight Challenge' was also used
as the basis for the next Ideas Brewery
challenge. The '60+ Beer Idea Challenge',
launched in April, invites innovators to
share new beer concepts for 60-70 year-
olds, based around the main themes
arising from the '60+ Insights Challenge.'
"We chose to focus this new challenge
on the three strongest themes derived
from the '60+ Insight Challenge'," explains
Ellen. "The first theme is about the
importance of quality above quantity, the
importance of time well spent. The second
is learning and rediscovery, which relates
to the importance of staying relevant.
Finally, this generation has more time for
social activities. We asked all entrants
to keep one of these three in mind when
developing their submission and to outline
a beer concept including the product, the
packaging and the serving experience."
Once the submission period is over, six
runners-up will be invited to Amsterdam
for a three-day workshop to enhance
their concepts together with HEINEKEN
experts. "Bringing these ideas to the next
level together with HEINEKEN is already
a big incentive for the participants,"
says Ellen. Following this co-creation
opportunity, the ideas will be presented
to a Jury of external and internal experts
who will chose the winning concept.
The intention is that this project, in
combination with wider research into
senior consumers, will deliver real
solutions that better meet this groups
needs. "At any point, our customers
can also get involved," adds Ellen. "The
challenges are open to everyone. For our
previous draught challenge, for example,
we actively reached out to people working
in the beverages industry. 'Creative minds'
doesn't necessarily refer to only industrial
designers or art schools; it can be anyone
who has a good idea."
So far, The Ideas Brewery has generated
a large number of useful insights. "The
innovation process takes years, not
months, and only a very small number of
ideas make it. But, you only need one or
two great ideas to be successful," says
Watch the 60+
Beer Proposition The 60+ Idea Challenge doses at the end of June. Look out for information on the winners,
teaser movie or submit your own entry, by visiting ideasbrewery.com.
38 World of HEINEKEN Edition 2 2013