HEINEKEN

Heinekicks

Walk on beer.

The task

To help Heineken connect with young consumers, who perceived the brand as distant, elitist, and unrelatable.

The zig

Introduce Heineken Silver, the brand's smooth new beer, through a conventional ATL campaign targeted at Gen Z.

the Zag

Introduce the new brew... by tapping into sneaker culture and launching a new shoe.

the outcome

The most successful launch in Heineken history. With 17.2 million hectolitres sold in the first month alone. 1.4 million in earned media. And an exclusive feature on Dezeen's top 10 fashion projects of 2022. Smooth.

BEHIND THE MAGIC

We collaborated with the world-famous Shoe Surgeon to design Heinekicks: complete with the brand's iconic colours, a hidden beer opener, and yes, real Heineken Silver in its soles.

BEHIND THE MAGIC

We collaborated with the world-famous Shoe Surgeon to design Heinekicks: complete with the brand's iconic colours, a hidden beer opener, and yes, real Heineken Silver in its soles.

No items found.

BEHIND THE MAGIC

We collaborated with the world-famous Shoe Surgeon to design Heinekicks: complete with the brand's iconic colours, a hidden beer opener, and yes, real Heineken Silver in its soles.

BEHIND THE MAGIC

We collaborated with the world-famous Shoe Surgeon to design Heinekicks: complete with the brand's iconic colours, a hidden beer opener, and yes, real Heineken Silver in its soles.

No items found.