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 us than divides us. In order to bring the ethos of the campaign to life in outlet, limited edition packaging is available now across all bottles and cans with a campaign manifesto on the back. The striking design of the limited edition packs features a world map and will encourage stand-out on in the fridge and allow operators to link back to the campaign to resonate with drinkers and drive 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.
Cindy Tervoort, Head of Marketing, HEINEKEN says: “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 drinkers 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.
The ‘Worlds Apart’ film can be viewed here: https://youtu.be/8wYXw4K0A3g