Heineken makes use of solar energy to chill Brazil’s beer

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IMAGE CREDIT – Publicis Worldwide

Heineken, which makes use of 100% renewable power throughout its manufacturing course of, has now created a photo voltaic powered billboard… designed to chill your beer! Heineken goals to take renewable power to 50% of the associate bars and eating places in 19 Brazilian capitals by 2030.

The beverage big has put in photo voltaic panels on a billboard linked to Brewteco, a well-known bar in Rio, positioned within the Gávea district. Created by Le Pub company, from the Publicis group, the motion reinforces the Heineken marketing campaign® as a symbolic gesture, whose goal is to attract consideration to the usage of sources of renewable power. The undertaking additionally goals at highlighting the Heineken Inexperienced Power Program, geared toward facilitating entry to Inexperienced Power for shoppers throughout the nation.

“This billboard is cooling your Heineken. Cheers,” says the textual content on the billboard. The initiative consolidates the model sustainability aim, in keeping with which 50% of Heineken® factors of sale in 19 capitals can have renewable power by 2030.

“We wish to make the most of all of the exercise happening in Rio de Janeiro through the days of the competition to attract consideration to our Heineken Inexperienced Power program. The photo voltaic panels that cool the beer create a reference to the viewers in an modern method, inviting individuals to begin an essential dialogue in a completely totally different method,” explains Eduardo Picarelli, director of the Enterprise Unit of the Heineken® model in Brazil.

“Le Pub works carefully to Heineken to problem and create innovation in all its communication types. From new merchandise to new methods of moving into individuals’s life with out interrupting them. Turning photo voltaic panels into billboards to speak its inexperienced power program is another instance of the methods we’re innovating with the model in each finish. Heineken as a number one model is continually trying to the long run and learn how to get to individuals in sudden methods. Its a part of the manufacturers DNA,” provides Felipe Cury, CCO of Le Pub Brazil.

As well as, the motion can also be a part of the model’s sustainability and tradition platform, GREEN YOUR CITY, launched in 2021 with commitments in three pillars: greener cities, round financial system and accountable consumption.  With that, Heineken® begins taking a look at not solely its inside processes, but additionally at learn how to disseminate the message to your entire chain, together with shoppers, having inexperienced power as an agent of transformation and exhibiting {that a} greener future can begin with small actions, inside your own home. 

The Heineken® Journey in constructing a greener world had its genesis with the announcement, made in December 2020, of manufacturing and bottling Heineken® beer with 100% inexperienced power within 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 entry to renewable power, the model encourages shoppers to rethink methods of consumption, together with power consumption of their residence. 

GREEN YOUR CITY – Heineken®

Inexperienced Your Metropolis is a platform with numerous initiatives with a sustainable strategy to nightlife, the cultural scene and the resignification of city areas. The platform is an unprecedented have a look at methods of discussing environmental affect, by way of model experiences and an invite to mirror. 

For this system launch, in November 2021, the model lit up three capital cities within the nation—São Paulo, Rio de Janeiro and Belo Horizonte—with inexperienced power. Iconic landmarks within the capital cities, associate bars and eating places got here collectively to point out that the most effective nights are made with inexperienced power.  The lighting is a celebration of the model’s sustainable commitments, and likewise a reference to make use of clear, 100% renewable power in beer manufacturing. With that, Heineken® units the tone for a way the model intends to behave any more, together with sustainability in every initiative, in experiences that may result in reflection and a optimistic affect on individuals.  

Again in 2020, Heineken® introduced it could be producing beer with 100% renewable power within 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). Along with manufacturing, the model additionally introduced the technology of inexperienced power for bars and eating places. 

Billboard, solar, solar panel, heineken, beer, alcohol, Creative, Advertisement
IMAGE CREDIT – Publicis Worldwide

Moreover, Heineken just lately introduced its 4 main sustainability objectives to be achieved by 2030:

        Inexperienced Power: 50% of Heineken® factors of sale in 19 capitals can have renewable power by 2030.  The model acts as a bridge and multiplier within the conversion to sustainable power sources; 

        Circularity: 80% of the Heineken glass packaging might be round by 2030. Implementing a round financial system system for packaging, together with lengthy neck bottles, is a precedence dedication for the model;

        Microforests: In partnership with the Floresta de Bolso undertaking, Heineken will implement city microforests in 19 capitals within the nation by 2030. The inexperienced areas will collaborate to enhance air high quality, keep the local weather, management floods and regenerate the unique biome;

        Accountable Consumption: Since 2010, Heineken invests 10% of all its advertising finances in accountable consumption actions.  The launch of Heineken 0.0 represents a powerful incentive for the change in habits.  And, by 2030, efforts might be multiplied in order that no shoppers get behind the wheel of a automobile after ingesting a Heineken.

In regards to the HEINEKEN Group in Brazil  

Heineken arrived in Brazil in Could 2010, after buying the beer division of the FEMSA Group. In 2017, with the acquisition of Brasil Kirin Holding S.A. (“Brasil Kirin”), Heineken turned the second largest participant within the Brazilian beer market. The Group generates over 14,000 jobs and has 14 manufacturing models within the nation, together with 12 breweries, positioned in Alagoinhas (BA), Alexânia (GO), Araraquara (SP), Benevides (PA), Caxias (MA), Igarassu (PE), ), Igrejinha (RS), Itu (SP), Jacareí (SP), Pacatuba (CE), Ponta Grossa (PR) and Recife (PE), two microbreweries in Campos do Jordão (SP) and Blumenau (SC). In Brazil, the HEINEKEN Group beer portfolio contains Heineken®, Heineken® 0.0, Sol, Amstel, Amstel Extremely, Kaiser, Bavaria, Eisenbahn, Baden Baden, Devassa, Schin, Glacial, No Grau, Lagunitas, Blue Moon and Tiger. The non-alcoholic portfolio contains Água Schin, Schin Tônica, Skinka and the smooth drinks Itubaína, Viva Schin and FYs. Based mostly in São Paulo, the corporate is a subsidiary of HEINEKEN NV, the most important brewery in Europe.

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