Heineken City: Creating a lifestyle

There’s a mistaken perception that branding is just about designing a pretty logo and sticking to a font.
Sure, Heineken’s done that.

Image: Adverbox
But they’ve also created an integrated brand experience with a solid message: we’re green, we support music and fashion, and we’re cool.
Beer branding has generally been limited to having a recognisable bottle, quirky/humourous ads and scantily clad promo girls distributing male-oriented merchandise. The rest of the brand experience is left in the hands of the retailers.
Heineken is changing that. They’ve spent a significant amount of money building retail store ‘Heineken the City’ in Amsterdam (photo of three storey fridge …read more