Tue, 13 Sep 2022 15:47:44 GMT
Heineken, which uses 100% renewable energy across its production process, and aims at taking renewable energy to 50% of the partner bars and restaurants in 19 Brazilian capitals by 2030, embraced the opportunity of using the beginning of the biggest music and entertainment festival in the world, which takes place in Rio de Janeiro until the end of this week, to create a billboard that cools beer with solar energy.
The company installed solar panels on a billboard connected to Brewteco, a famous bar in Rio, located in the Gávea district. Created by Le Pub agency, from the Publicis group, the action reinforces the Heineken campaign as a symbolic gesture, whose objective is to draw attention to the use of sources of renewable energy. The project also aims at highlighting the Heineken Green Energy Program, aimed at facilitating access to Green Energy for consumers across the country.
"This billboard is cooling your Heineken. Cheers" says the text on the billboard. The initiative consolidates the brand sustainability goal, according to which 50% of Heineken points of sale in 19 capitals will have renewable energy by 2030.
“We want to take advantage of all the activity going on in Rio de Janeiro during the days of the festival to draw attention to our Heineken Green Energy program. The solar panels that cool the beer create a connection with the audience in an innovative way, inviting people to start an important dialogue in a totally different way,” explains Eduardo Picarelli, director of the Business Unit of the Heineken brand in Brazil.
“Le Pub works closely to Heineken to challenge and create innovation in all its communication forms. From new products to new ways of getting into people’s life without interrupting them. Turning solar panels into billboards to communicate its green energy program is one more example of the ways we are innovating with the brand in every end. Heineken as a leading brand is constantly looking to the future and how to get to people in unexpected ways. Its part of the brands DNA,” adds Felipe Cury, CCO of Le Pub Brazil.
In addition, the action is also part of the brand’s sustainability and culture platform, GREEN YOUR CITY, launched in 2021 with commitments in three pillars: greener cities, circular economy and responsible consumption. With that, Heineken® starts looking at not only its internal processes, but also at how to disseminate the message to the entire chain, including consumers, having green energy as an agent of transformation and showing that a greener future can start with small actions, inside your home.
The Heineken Journey in building a greener world had its genesis with the announcement, made in December 2020, of producing and bottling Heineken® beer with 100% green energy in the breweries of Alagoinhas (state of Bahia), Araraquara (state of São Paulo), and Ponta Grossa (state of Paraná), and by 2023 in Jacareí (state of São Paulo). By facilitating access to renewable energy, the brand encourages consumers to rethink ways of consumption, including energy consumption in their home.
Categories: Beers, Alcoholic BeveragesHeineken , Tue, 13 Sep 2022 15:47:44 GMT