LSN : Daily Signals : Heineken celebrates connection over pints for International Beer Day

Heineken celebrates connection over pints for International Beer Day

Forgotten Beers campaign by Heineken

Global – With the pressures of modern life – rising living costs, demanding work schedules and the distraction of digital tech – face-to-face socialising has become increasingly rare. For International Beer Day on 2 August, Heineken encouraged people to reconnect by showcasing the forgotten beers left behind in moments of genuine connection.

Heineken’s latest campaign, developed by its global agency partner Le Pub, centres on half-finished pints, abandoned as friends immerse themselves in celebrations and togetherness.

The campaign’s centrepiece is a film directed by Alex Feil that captures the essence of connection through scenes of birthday parties, beachside dates, bar gatherings and football matches, all unfolding around the neglected drinks.

This initiative is part of Heineken’s broader social media strategy, which enlists micro-influencers, meme creators and comedians to spread the campaign’s message. It follows Heineken’s previous efforts to combat what it calls ‘enemies of socialisation’, including its launch of The Boring Phone.

As Nabil Nasser, global head of Heineken and Amstel brands, notes, the campaign humorously invites people to prioritise the moment, even if it means forgetting their drink. This is particularly relevant for Gen Z as they navigate their relationship with alcohol, a topic we explore in Sober Bars.

Strategic opportunity

Appeal to consumers’ demand for connection by focusing your next campaign on how your products or services foster social experiences and alleviate loneliness, rather than the product itself

Zero-carbon aquatic and community centre opens in Canada

təməsew̓txʷ Aquatic and Community Centre by hcma architecture + design, Canada

Canada – Designed by hcma architecture + design, the təməsew̓txʷ Aquatic and Community Centre has opened as Canada’s first all-electric facility to achieve Zero Carbon Building-Design Standard certification. This innovative centre integrates into the natural landscape of British Columbia’s Glenbrook Ravine, offering a sustainable and inclusive community hub.

The facility comprises a four-pool aquatic centre with sauna and steam rooms, and accessibility features such as universal washrooms, ramps and a moveable pool floor. Sustainability is key to the centre’s design, which utilises innovations such as the InBlue filtration system that reduces chlorine use and enhances air and water quality.

The centre’s name, which means ‘Sea Otter House’, was gifted by a Naming Advisory Panel made up of urban Indigenous and local First Nations and was chosen to reflect the centre’s joyful family values.

In our Urban Bathing report, we explored how communal bathing is undergoing a revival in urban areas, driven by a post-pandemic desire for wellness enjoyed in a communal setting. The təməsew̓txʷ centre fulfils this need for the local community while setting a new standard for eco-friendly, community-focused design in public architecture.

Strategic opportunity

Take inspiration from the təməsew̓txʷ Centre by integrating local cultural elements into your community spaces. This approach not only enhances authenticity but also demonstrates respect and fosters stronger community connections

Johnnie Walker unveils AI-powered customised bottles in Edinburgh

Johnnie Walker collaboration with Scott Naismith, Scotland

Scotland – Alcoholic beverage company Diageo has launched an innovative, generative AI-powered experience at the Johnnie Walker brand home in Edinburgh.

Throughout August 2024, guests at the Johnnie Walker Princes Street venue can take part in the Johnnie Walker x Scott Naismith experience. Participants will answer three tailored questions that influence key elements in Scottish artist Scott Naismith’s work – such as colours, locations, artistic styles and times of day – resulting in an AI-generated customised Blue Label whisky bottle design that is printed on-site within minutes.

Priced at £240 ($305, €279) per person, the experience is available with every purchase of Johnnie Walker Blue Label.

By using generative AI to cater for the growing consumer demand for unique, status-signalling experiences, this creative brand activation exemplifies how spirits brands can innovate, a topic we explore further in Five Brands Rejuvenating Whisky.

Strategic opportunity

As consumers get more comfortable with AI technology, consider how you can utilise it to create bespoke experiences that modernise your brand heritage and legacy

Stat: Gen Z adults in the US are increasingly identifying as political moderates

Photography by Cottonbro, Russia

US – Gen Z adults in the US are increasingly identifying as political moderates, indicating a shift away from their traditionally liberal stance amid economic uncertainty, according to data from Morning Consult.

In January 2021, the percentage of Gen Z adults in the US identifying as political moderates was 21%; by June 2024 this had risen to 27%. Simultaneously, those identifying as liberals fell from 41% to 29% and the share of self-described conservatives increased from 16% to 21%.

The report suggests that economic uncertainty and the cost of living crisis could be driving this change, with 40% of Gen Z adults citing the economy as their primary concern in federal elections, up from 31% in 2021. An increase in conservative-leaning political influencers and alternative digital news platforms are also cited as potential influences.

In The Power of Precision Micro-Influencing, we analysed the power and influence of micro-influencers with small yet loyal followings who have earned the trust of their communities and how political parties are tapping into their audiences to drive voters into the booth.

Strategic opportunity

Collaborate with authentic micro-influencers who reflect your brand values and attract engaged, loyal audiences to combat misinformation and engage younger consumers