Heineken / Global / 2023Retail & Shopper
150 Years of Whateverken.
For its 150th anniversary Heineken celebrated every misspelling, mispronunciation and odd way people drink it, temporarily embracing the name Whateverken.
- Brand
- Heineken
- Agency
- LePub
- Market
- Global
- Region
- Global
- Year
- 2023
The challenge
Heritage anniversaries tend to be self-congratulatory, and Heineken wanted to mark 150 years in a way that felt about the drinkers.
The idea
Instead of correcting people, the brand leaned into misspellings like Hineken and serves like beer with a straw, rebranding social channels and web pages with fan variations. The idea extended into parties, events and collaborations with brands such as Adidas and Monopoly.
Case study source: Activation Ideas Source ↗
