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welcome to the new world

Presently, the new player in town is sound. In a fast-growing trend, more and more brands are looking to expand their omni-channel networks to include voice-activation, natural language processing, and language generation tools to provide the ultimate interactive experience: a conversation.

Advertising can no longer be constrained to the visual. Brands must find their place in this new plane, designing “for the ear, not the eye.” (Leary, 2017). In other words, brands need to start seeing sound as colour.

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“increasingly ethereal and corporeal presences in our homes”

Historically, ‘robotic’ has connotations of being emotionless and unsympathetic to human needs. However, developments in artificial intelligence prove this is quite the contrary. New empathic technology has the ability to sense, interpret, and respond to the emotions, moods, and intentions of its users.

While it's hardly novel for robots to have a voice, when used in tandem with emotional AI, robots are now competent, receptive conversationalists with the ability to affect one’s mood and, consequently, one’s actions. So it follows, just as advertisers ‘paint pictures’ to communicate their messages, they can similarly design sonic content structures that influence behaviour. Sound as colour...

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the brand:

Purpose. Recurring motifs of “Brewing a better world” and “Open your world” have one underlying sentiment: enhancing people’s lives through connection

Position. Heineken has a long, rich history that has led to it being the most recognised, most international, premium beer brand in the world. 

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the face:

Well-connected:

Confident:

Knows all the good spots:

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the problem:

They’re known as the brand at every party, sponsoring the biggest events: extravagant, sophisticated, and undeniably cool. But it’s an image that loses touch in the age of FOMO, stress, and the social pressure to be everywhere, see everyone, do everything – experience it all. The aspirational image of Heineken distances itself from the self that is content as is. 

Heineken’s ubiquity has compromised its presence – a brand that recurs on the parameters of life, but not in it. The brand’s rich internationality is mistakenly projected as shallow universality, missing from the small moments in life coloured by the emotion of intimacy and idiosyncrasy of circumstance. 

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the voice?

The potential of voice is uniquely suited to address the problems Heineken face, countering ubiquity with intimacy at scale. Here, they can strike a balance: there for the big moments, and appreciating the small.

The brand can imbue voice with personality, history, and expertise that is uniquely Heineken. A witty, knowledgeable companion that understands your lifestyle, interjects in times of need, and comforts in moments of inconvenience. Being present in these small moments to alleviate the stresses of everyday life will afford Heineken a more personal touch. Here, they can strike a balance: there for the big moments, and appreciating the small.

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Heineken 0.0 is no alcohol, low calorie, while still maintaining great taste.

Worldwide trends show a growing interest in light/no alcohol beer, and a decrease in alcohol consumption. In making the case for no-alc while the audience is divided, Heineken takes a stand rather than standing back. 

The special opportunity with 0.0 is that the consumer has more freedom with when and where they drink it. People who drink Heineken 0.0 recognise that the activity is unrestricted: anytime, any place, with anyone. No longer just something to commemorate the end, but to celebrate in the middle. Celebrate more

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the negative experience:

People hate waiting. Particularly when it involves sitting in traffic after long day at work.

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