Not many brands get the privilege of enjoying a sesquicentennial celebration. But Heineken, beloved beer brand the world over and famed merchant of fun, has just hit the big 150, and they’re going big to mark the special occasion.
A new global advertising campaign from the Dutch beer-makers, released today, echoes the warm, convivial sentiment of founder Freddy Heineken, who once said: “I don’t sell beer, I sell gezelligheid”. “Gezelligheid”, a Dutch word that roughly translates to “good times”, sums up the country’s unique culture and the brand’s founding principles, principles Heineken is keen to remind people of their commitment to.
Henceforth, Heineken will not simply measure the success of their business in the number of bottles of beer sold but will also consider the more holistic, intangible quality of good times had by Heineken drinkers. “Brewing good times has been in our DNA for 150 years,” Bram Westenbrink, Global Head, Heineken Brand, says.
“That is why we are changing our brand metrics to show that creating good times is equally as important as the beer we produce. By better understanding the conditions behind good times in today’s world, we can continue to create experiences for all our global customers that promote that feeling of gezelligheid.”
Created in collaboration with behavioural scientist Dr Chris Brauer of Goldsmiths, University of London, the Good Times Index, their new brand measurement model, drills down to five “core conditions” that determine the eternal question of what makes for a good time: experiencing elevated moments, quality socialising, balance and moderation, a sense of purpose and a feeling of open-mindedness.
“Good times are not just one thing or another, they are a multitude of different and subjective feelings, experiences, wants and needs that help generate a sensation and fulfil higher order needs,” Dr Brauer says. “There has never been a more important time or opportunity to measure the role and prevalence of good times in our lives.”
These heady highs could be reached at Coachella, where they hosted the Heineken House back in April, complete with an eclectic roster of electronic DJs, featuring the likes of Franc Moody, SG Lewis, Totally Enormous Extinct Dinosaurs and Snakehips, among others, and Formula 1 events across the world, like the Gran Prix and Silverstone. According to their research, 87% of people questioned for this index believe it is more important now than ever for them to have a good time.
But it’s not all about where you drink it. In fact, they’re also keen to ensure no one thinks they take themselves too seriously. The new advert also pokes fun at their perennially misspelt name — conceding that it’s not about how you say it, nor how you drink it that matters (ice or a slice of lime is fine!) as good times need not be serious.
Watch the campaign video below.