The challenge
In 2023, Heineken celebrated its 150th anniversary. Known and loved around the world under several nicknames, the brand also carries an unusual distinction: it is one of the most frequently mispronounced beer names globally.
In 2023, Heineken celebrated its 150th anniversary. Known and loved around the world under several nicknames, the brand also carries an unusual distinction: it is one of the most frequently mispronounced beer names globally.
The insight
From Heinie to Biertje to Verdinha, people everywhere have their own way of saying Heineken. The brand chose to embrace these variations as proof of its global reach and cultural affection.
From Heinie to Biertje to Verdinha, people everywhere have their own way of saying Heineken. The brand chose to embrace these variations as proof of its global reach and cultural affection.
The outcome
The initiative was embraced by 70 markets. For an entire year, 22 billion of the iconic “Whateverken” bottle were labelled with 24 different local nicknames per market across 153 countries. Supported by the brillient campain from LePub, Design Bridge and Partners Amsterdam brought these variations together under a single visual identity. We created a series of limited-edition packs celebrating the many ways people pronounce Heineken around the world.
The initiative was embraced by 70 markets. For an entire year, 22 billion of the iconic “Whateverken” bottle were labelled with 24 different local nicknames per market across 153 countries. Supported by the brillient campain from LePub, Design Bridge and Partners Amsterdam brought these variations together under a single visual identity. We created a series of limited-edition packs celebrating the many ways people pronounce Heineken around the world.
The result
The campaign sparked widespread engagement across social media. Our hacked version of the logo became the #He150ken hashtag, generating over 661.6 million views on TikTok and celebrating 150 years of brewing heritage and the many names that made Heineken® synonymous with good times since 1873.
The campaign sparked widespread engagement across social media. Our hacked version of the logo became the #He150ken hashtag, generating over 661.6 million views on TikTok and celebrating 150 years of brewing heritage and the many names that made Heineken® synonymous with good times since 1873.
CREDITS
The Heineken Company:
Mark Van Iterson - Global Director Design
Ramses Dingenouts - Senior Packaging & Identity Design Manager
Design Bridge and Partners:
fabio milito - creative director
PETER EISEN - CREATIVE DIRECTOR
Giovanni Mattia Pinzani - Design Director
Manuel De Simone - Senior Designer
Philipp Mühlebach - Regional Creative Director Europe
LEPUB:
GLOBAL CAMPAIGN AND COMMS
The Heineken Company:
Mark Van Iterson - Global Director Design
Ramses Dingenouts - Senior Packaging & Identity Design Manager
Design Bridge and Partners:
fabio milito - creative director
PETER EISEN - CREATIVE DIRECTOR
Giovanni Mattia Pinzani - Design Director
Manuel De Simone - Senior Designer
Philipp Mühlebach - Regional Creative Director Europe
LEPUB:
GLOBAL CAMPAIGN AND COMMS
AWARDS
CANNES LIONS (2024):
GOLD / DIRECT
SILVER / DIRECT
BRONZE / CREATIVE STRATEGY
D&AD (2024):
WOODEN PENCIL / Packaging Design & Promotional
PENTAWARDS (2024):
Gold / beverage
CANNES LIONS (2024):
GOLD / DIRECT
SILVER / DIRECT
BRONZE / CREATIVE STRATEGY
D&AD (2024):
WOODEN PENCIL / Packaging Design & Promotional
PENTAWARDS (2024):
Gold / beverage
He150ken • The Can
He150ken
He150ken • The Bottle
