The Great Campaigns
1949–1955
Het bier is weer best
Collective post-war campaign by Dutch brewers to restore public confidence in beer quality. Posters, cinema film, and trade…
1953–1958
Heineken’s — het meest getapt
Launched in 1953, this campaign was designed to project dominance and quality. The slogan was a factual claim…
1955–1969
“Heineken Thuis” (Heineken at Home)
The Heineken Thuis strategy was more than a series of ads; it was a cultural shift. Until the…
1958–2002
Heerlijk, helder Heineken
The slogan that defined Heineken’s post-war Dutch identity. A short rhythmic line that shifted the brand toward taste…
1994–
Sports & Sponsorship
Using massive cultural platforms (UEFA Champions League, Rugby World Cup, Formula 1) to drive universal brand recognition. UEFA…
2004–
Enjoy Heineken Responsibly
Making moderation aspirational. It replaced the "stiff" warnings of the past with witty, high-production campaigns. Know The Signs…
2011–2018
Open Your World
Moving from "lads' humor" to a more sophisticated, worldly, and adventurous persona. It aimed to position Heineken drinkers…
2023–2024
150 Years of Good Times
Celebrating that people often misspell or mispronounce "Heineken" (Heineken, Heken, etc.), but as long as they have a…
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