Heineken is launching a new campaign, ‘Open Your World’, which encourages consumers to broaden their horizons and to see that there is more that unites people than divides them.
To bring the campaign to life in-store, limited edition packaging is available now across Heineken bottles, cans and multi-packs with a campaign manifesto on the back. The design features a world map that will allow retailers to link back to the campaign in-store with the intention of driving additional sales throughout the summer period.
The Open Your World campaign launches with a film, ‘Worlds Apart’, that brings together two total strangers divided by their beliefs to prove that even the most divided groups can come together to find common ground.
[arve url=”https://www.youtube.com/watch?v=8wYXw4K0A3g” parameters=”autohide=1&showinfo=0&controls=1&rel=0&modestbranding=0″]Cindy Tervoort, Head of Marketing, Heineken, said: “This campaign is committed to looking out, not in – what we at Heineken have prided ourselves on for more than 150 years. For us, openness is more than just a value. It’s what we stand for. We believe that sharing a connection with someone over a beer is one of the ways in which our consumers can have a new experience that opens their world, and the new limited edition Open Your World packaging is a great way to encourage shoppers to do just that.”
Finally, the Open Your World campaign will promote research from Goldsmiths University human behaviour expert, Dr Chris Brauer, which has revealed certain characteristics consumers should adopt to become more open to the world around them. Heineken will be putting Dr Brauer’s advice into practice both internally and externally through staff initiatives and a new Facebook Chatbot that connects unexpectedly like-minded people from diverse backgrounds and highlights the common ground between them.
