Cannes Lions: How Heineken is wooing younger consumers with virtual beer and sustainable solutions

Heineken - one of the biggest beer companies in the world - is on a mission to create a more sustainable company for its customers and the planet.

Transcript

00:00 [Music]

00:08 We have very strong ambitions as a total company.

00:11 We want to be net zero in 2030.

00:14 And if you look how we are doing it, for instance, in a country like Brazil,

00:17 we say we're brewed completely with green energy, so thermo and electric.

00:21 And then we launch a campaign where we say we have a new ingredient, which is green energy.

00:26 And we really believe that sustainability is a new sign of premium in Brazil.

00:30 And we're also looking at packaging.

00:32 The good thing is relatively beer is in a sustainable packaging.

00:35 It's in glass or it's in kegs, in returnable kegs.

00:40 But still there we also see room to improve.

00:42 [Music]

00:47 A few years ago, let's say till the COVID,

00:50 the whole marketing strategy for brands were actually,

00:53 how can I be relevant in people's life?

00:56 Today, it's all about how can I be relevant in society?

01:00 How can I make the world a better place?

01:02 And this is what actually young generation love.

01:04 So sustainability is so important.

01:06 They want to see actions.

01:07 They want to see acts.

01:09 They don't want to see communication.

01:10 [Music]

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