Heineken, which makes use of 100% renewable vitality throughout its manufacturing course of, has now created a photo voltaic powered billboard… designed to chill your beer! Heineken goals to take renewable vitality to 50% of the companion bars and eating places in 19 Brazilian capitals by 2030.
The beverage big has put in photo voltaic panels on a billboard linked to Brewteco, a well-known bar in Rio, situated within the Gávea district. Created by Le Pub company, from the Publicis group, the motion reinforces the Heineken marketing campaign® as a symbolic gesture, whose goal is to attract consideration to the usage of sources of renewable vitality. The mission additionally goals at highlighting the Heineken Inexperienced Vitality Program, geared toward facilitating entry to Inexperienced Vitality for shoppers throughout the nation.
“This billboard is cooling your Heineken. Cheers,” says the textual content on the billboard. The initiative consolidates the model sustainability purpose, in response to which 50% of Heineken® factors of sale in 19 capitals can have renewable vitality by 2030.
“We wish to benefit from all of the exercise happening in Rio de Janeiro throughout the days of the pageant to attract consideration to our Heineken Inexperienced Vitality program. The photo voltaic panels that cool the beer create a reference to the viewers in an progressive manner, inviting folks to start out an vital dialogue in a very completely different manner,” explains Eduardo Picarelli, director of the Enterprise Unit of the Heineken® model in Brazil.
“Le Pub works intently to Heineken to problem and create innovation in all its communication varieties. From new merchandise to new methods of entering into folks’s life with out interrupting them. Turning photo voltaic panels into billboards to speak its inexperienced vitality program is another instance of the methods we’re innovating with the model in each finish. Heineken as a number one model is consistently seeking to the longer term and get to folks in sudden methods. Its a part of the manufacturers DNA,” provides Felipe Cury, CCO of Le Pub Brazil.
As well as, the motion can also be a part of the model’s sustainability and tradition platform, GREEN YOUR CITY, launched in 2021 with commitments in three pillars: greener cities, round economic system and accountable consumption. With that, Heineken® begins taking a look at not solely its inside processes, but additionally at disseminate the message to your entire chain, together with shoppers, having inexperienced vitality as an agent of transformation and displaying {that a} greener future can begin with small actions, inside your private home.
The Heineken® Journey in constructing a greener world had its genesis with the announcement, made in December 2020, of manufacturing and bottling Heineken® beer with 100% inexperienced vitality within 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 entry to renewable vitality, the model encourages shoppers to rethink methods of consumption, together with vitality consumption of their house.
GREEN YOUR CITY – Heineken®
Inexperienced Your Metropolis is a platform with quite a lot of initiatives with a sustainable strategy to nightlife, the cultural scene and the resignification of city areas. The platform is an unprecedented have a look at methods of discussing environmental influence, by means of model experiences and an invite to mirror.
For this system launch, in November 2021, the model lit up three capital cities within the nation—São Paulo, Rio de Janeiro and Belo Horizonte—with inexperienced vitality. Iconic landmarks within the capital cities, companion bars and eating places got here collectively to point out that the most effective nights are made with inexperienced vitality. The lighting is a celebration of the model’s sustainable commitments, and likewise a reference to make use of clear, 100% renewable vitality in beer manufacturing. With that, Heineken® units the tone for a way the model intends to behave any further, together with sustainability in every initiative, in experiences that may result in reflection and a optimistic influence on folks.
Again in 2020, Heineken® introduced it could be producing beer with 100% renewable vitality within 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). Along with manufacturing, the model additionally introduced the era of inexperienced vitality for bars and eating places.
Moreover, Heineken not too long ago introduced its 4 main sustainability targets to be achieved by 2030:
– Inexperienced Vitality: 50% of Heineken® factors of sale in 19 capitals can have renewable vitality by 2030. The model acts as a bridge and multiplier within the conversion to sustainable vitality sources;
– Circularity: 80% of the Heineken glass packaging will likely be round by 2030. Implementing a round economic system system for packaging, together with lengthy neck bottles, is a precedence dedication for the model;
– Microforests: In partnership with the Floresta de Bolso mission, Heineken will implement city microforests in 19 capitals within the nation by 2030. The inexperienced areas will collaborate to enhance air high quality, keep the local weather, management floods and regenerate the unique biome;
– Accountable Consumption: Since 2010, Heineken invests 10% of all its advertising finances in accountable consumption actions. The launch of Heineken 0.0 represents a powerful incentive for the change in conduct. And, by 2030, efforts will likely be multiplied in order that no shoppers get behind the wheel of a automotive after consuming a Heineken.
In regards to the HEINEKEN Group in Brazil
Heineken arrived in Brazil in Might 2010, after buying the beer division of the FEMSA Group. In 2017, with the acquisition of Brasil Kirin Holding S.A. (“Brasil Kirin”), Heineken turned the second largest participant within the Brazilian beer market. The Group generates over 14,000 jobs and has 14 manufacturing models within the nation, together with 12 breweries, situated in Alagoinhas (BA), Alexânia (GO), Araraquara (SP), Benevides (PA), Caxias (MA), Igarassu (PE), ), Igrejinha (RS), Itu (SP), Jacareí (SP), Pacatuba (CE), Ponta Grossa (PR) and Recife (PE), two microbreweries in Campos do Jordão (SP) and Blumenau (SC). In Brazil, the HEINEKEN Group beer portfolio includes Heineken®, Heineken® 0.0, Sol, Amstel, Amstel Extremely, Kaiser, Bavaria, Eisenbahn, Baden Baden, Devassa, Schin, Glacial, No Grau, Lagunitas, Blue Moon and Tiger. The non-alcoholic portfolio consists of Água Schin, Schin Tônica, Skinka and the comfortable drinks Itubaína, Viva Schin and FYs. Primarily based in São Paulo, the corporate is a subsidiary of HEINEKEN NV, the most important brewery in Europe.
