Heineken®'s global 'Open Your City' campaign sets out
to boost the brand by unlocking urban adventures in
iconic cities around the world.
The 'Open Your City'
campaign captures BRAND STRATEGY
the excitement of
urban life
Cities
Uncapped
Anew campaign is keeping
Heineken® firmly on
the map in the world's
cities by offering consumers a taste
of urban excitement. As Gianluca
Di Tondo, Senior Director, Global
Heineken® Brand, explains, 'Open Your
City' stimulates our target consumers
(young men aged 25 to 34) to become
Men of the World by making journeys
of discovery in their own - and other -
cities. "Cities are home to the 250 million
men we are trying to inspire. It made
perfect business sense to activate the
Heineken® brand there."
Watch 'The City'
on YouTube
The city focus also gives Heineken® great
local impact. "Heineken® is the world's
most international premium beer brand
- consumers can enjoy a Heineken® with
consistent quality and branding in more
than 190 countries - but it is also important
that the brand connects with consumers
where they are," says Gianluca. "That
started the journey for us last year to find a
point of view for Heineken® to be relevant
in cities of the world." The campaign is built
around helping consumers to see their cities
in a more exciting light with Heineken®'s
aid and encouraging them to break out of
the routine of daily life.
Edition 2 2014 World of HEINEKEN
