Heineken, which uses 100% renewable energy across its production process, and aims at taking renewable energy to 50% of the partner bars and restaurants in 19 Brazilian capitals by 2030, embraced the opportunity of using the beginning of the biggest music and entertainment festival in the world, which takes place in Rio de Janeiro until the end of this week, to create a billboard that cools beer with solar energy.
The company installed solar panels on a billboard connected to Brewteco, a famous bar in Rio, located in the Gávea district. Created by Le Pub agency, from the Publicis group, the action reinforces the Heineken campaign® as a symbolic gesture, whose objective is to draw attention to the use of sources of renewable energy. The project also aims at highlighting the Heineken Green Energy Program, aimed at facilitating access to Green Energy for consumers across the country.
“This billboard is cooling your Heineken. Cheers,” says the text on the billboard. The initiative consolidates the brand sustainability goal, according to which 50% of Heineken® points of sale in 19 capitals will have renewable energy by 2030.
“We want to take advantage of all the activity going on in Rio de Janeiro during the days of the festival to draw attention to our Heineken Green Energy program. The solar panels that cool the beer create a connection with the audience in an innovative way, inviting people to start an important dialogue in a totally different way,” explains Eduardo Picarelli, director of the Business Unit of the Heineken® brand in Brazil.
“Le Pub works closely to Heineken to challenge and create innovation in all its communication forms. From new products to new ways of getting into people’s life without interrupting them. Turning solar panels into billboards to communicate its green energy program is one more example of the ways we are innovating with the brand in every end. Heineken as a leading brand is constantly looking to the future and how to get to people in unexpected ways. Its part of the brands DNA,” adds Felipe Cury, CCO of Le Pub Brazil.
In addition, the action is also part of the brand’s sustainability and culture platform, GREEN YOUR CITY, launched in 2021 with commitments in three pillars: greener cities, circular economy and responsible consumption. With that, Heineken® starts looking at not only its internal processes, but also at how to disseminate the message to the entire chain, including consumers, having green energy as an agent of transformation and showing that a greener future can start with small actions, inside your home.
The Heineken® Journey in building a greener world had its genesis with the announcement, made in December 2020, of producing and bottling Heineken® beer with 100% green energy in 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 access to renewable energy, the brand encourages consumers to rethink ways of consumption, including energy consumption in their home.
#HeinekenGreenEnergy #GreenYourCity #DrinkinModeration
Williane Vieira da Silva
Juliana Magalhães Rocha
Ana Beatriz Dornellas de Barros Mendes
Thomas Guilhon Martelotta Peneda dos Santos
AGENCY: LE PUB BRASIL
GM: Ana Hernandes
Business Director: Jayme Neto
Business Manager: Marina Roge
Business Assistant: Suellen Agatta
Client Services Intern: Cássia Brandão
Planning; Business Intelligence; Content:
Head of Strategy: Silvia Paes
Planning Director: Sergio Tercarolli
Strategy Manager: Fernanda Tiozo
Strategy Analyst: Stephan Minucci
Strategy Supervisor: Thais Lopes
Data Strategy Manager: Vinicius Machado
Content Strategist: Endrigo Chiri
Senior Community Manager: Karina Silva
Content Supervisor: Hirai Fujisaka
CCO: Felipe Cury
Creative Directors: Greg Kickow and Alex Adati
Art Director: Paula Picin
Junior Art Director: Ana Carolina Miranda
Copywriter: Eduardo Cometi
Copywriter: Andressa Cruz
Project Leader: Denise Frasseto
Senior Project Manager: Daniela Menezes
Broadcast Producer: Carolina Godoy
Media Manager: Jussara Bezerra
Media Supervisor: Gabriela Pereira
Media Coordinator: Carla Tassi
Media Operation Supervisor: Fernando Brito
GREEN YOUR CITY – Heineken®
Green Your City is a platform with a number of initiatives with a sustainable approach to nightlife, the cultural scene and the resignification of urban spaces. The platform is an unprecedented look at ways of discussing environmental impact, through brand experiences and an invitation to reflect.
For the program launch, in November 2021, the brand lit up three capital cities in the country—São Paulo, Rio de Janeiro and Belo Horizonte—with green energy. Iconic landmarks in the capital cities, partner bars and restaurants came together to show that the best nights are made with green energy. The lighting is a celebration of the brand’s sustainable commitments, and also a reference to use clean, 100% renewable energy in beer production. With that, Heineken® sets the tone for how the brand intends to act from now on, including sustainability in each initiative, in experiences that can lead to reflection and a positive impact on people.
Back in 2020, Heineken® announced it would be producing beer with 100% renewable energy in 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). In addition to production, the brand also announced the generation of green energy for bars and restaurants.
Furthermore, Heineken recently announced its four major sustainability goals to be achieved by 2030:
- Green Energy: 50% of Heineken® points of sale in 19 capitals will have renewable energy by 2030. The brand acts as a bridge and multiplier in the conversion to sustainable energy sources;
- Circularity: 80% of the Heineken glass packaging will be circular by 2030. Implementing a circular economy system for packaging, including long neck bottles, is a priority commitment for the brand;
- Microforests: In partnership with the Floresta de Bolso project, Heineken will implement urban microforests in 19 capitals in the country by 2030. The green areas will collaborate to improve air quality, maintain the climate, control floods and regenerate the original biome;
- Responsible Consumption: Since 2010, Heineken invests 10% of all its marketing budget in responsible consumption actions. The launch of Heineken 0.0 represents a strong incentive for the change in behavior. And, by 2030, efforts will be multiplied so that no consumers get behind the wheel of a car after drinking a Heineken.