2023-07-04 18:53:58
Heineken, one of the most internationally recognized beer brands, commemorates its 150th anniversary with a celebration that is far from conventional. Keeping in mind the famous words of Freddy Heineken “I don’t sell beer, I sell ‘gezelligheid’ (feeling of having a good time in Dutch)”, Heineken puts “good times” at the center of its global celebration, valuing all forms with which people around the world have endorsed and enjoyed the brand. For this reason, in our country, the brand recovers “Piensa en Verde”. Among the most recognized slogans in Spain, without a doubt, one of the most famous is “Piensa en Verde”, used in the brand’s communication campaigns between 1997 and 2009, and which still enjoys a very high reputation today. The slogan, created in Spain for Spain, represented a before and after in the positioning of the brand and gained such popularity and social acceptance that the phrase “Piensa en Verde” was incorporated as part of the way of speaking of many consumers.
“Very rarely does a brand slogan go beyond merely advertising to be tangibly incorporated into people’s lives and conversations,” explains Veronica Sica, head of the Heineken brand in Spain. “Today, we recover this iconic phrase in Spain, “Think green”, on the occasion of the global anniversary, because people continue to use it associated with ‘good times’ and a different and positive way of seeing life.” Sika adds.
The actions to celebrate Heineken’s 150th Anniversary in Spain include a 360º communication campaign on television, digital and abroad, where we will once again see the famous slogan and a limited edition of bottles and cans with “Here we say Piensa en Verde” on its label. , already available at the usual food outlets.
History of Heineken in the world and in Spain
The year of birth of the Heineken brand is officially considered to be 1873, when Gerard Heineken produced a beer of extraordinary quality and innovation for the time. His successors successfully endeavored to demonstrate that beer could travel, reaching markets as far away as the American or Asian markets. Curiously, it is not until 1961 when there is evidence of the first Heineken beer in Madrid, and it is in the 80s and 90s when Heineken strengthens its expansion in Europe and also in our country, where it finally settles in 2000 with the creation of Heineken Spain. , a company that today has four factories in which all the Heineken consumed in our country are made. The in-depth history of Heineken can be discovered in the place where the brand was born in Amsterdam, a plan available to anyone who wants to learn about curiosities such as the change in the color of the bottle after its birth, the discovery of the exclusive yeast A of Heineken that continues to be part of the original recipe today… Tickets to delve into the origin of Heineken can be purchased on this website.
Heineken’s 150th anniversary in the world
But not only in Spain, Heineken will speak of the legacy of the brand and will take stock of “good times” in these 150 years. Haikenen? Aineken? Heineken? The beer that is drunk in more countries in the world (as many as 190), celebrates with its usual unconventionality all the ways of enjoying the good times, regardless of how people around the world have adapted Heineken to their language and culture.
Heineken and the “good times”
But how to measure “what is a good moment” and “Heineken’s role in the good moments of its consumers”? Marking a turning point in the brand’s history, Heineken has decided to take its measure of success a step further, in collaboration with behavioral scientist Dr. Chris Brauer of Goldsmiths, University of London, to create the “Good Times Index”.
This pioneering measurement model will punctuate Heineken’s contribution to creating the perfect conditions for generating good times. Combining the analysis of human behavior with research, the index has identified five basic conditions that people universally need to have a good time, including open-mindedness, inclusiveness and human connection.
With the introduction of the “Good Moments Index”, Heineken becomes the first beer brand to officially include the concept of “providing good moments” in the way of measuring its annual results, along with sales and other monitoring parameters. Of the brand.
In the words of Dr. Chris Brauer, Director of Innovation at Goldsmiths, University of London: “When we came to this project, we realized that understanding what constitutes a good time required a fresh, new perspective. Together with Heineken , we have worked to better understand the multiple dimensions that make up that feeling of ‘good times’, and the ways in which it is experienced today. Good times are not just one thing or another, but a multitude of feelings, experiences, desires and different, subjective needs that contribute to creating a feeling and satisfying higher-order needs.There has never been a more important time or opportunity to measure the role and prevalence of good times in our lives, so I am excited to see a Brands like Heineken take serious steps to make sure they are better understanding and enabling that “gezelligheid” feeling.
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