RIO DE JANEIRO, BRAZIL — Alcohol brand Heineken – which uses 100% renewable energy across its production process and aims at taking renewable energy to 50% of the partner bars and restaurants in 19 Brazilian capitals by 2030 – embraced the opportunity of using the beginning of the biggest music and entertainment festival in the world to create a billboard that cools beer with solar energy. The festival takes place in Rio de Janeiro until the end of this week, which makes it the perfect avenue to launch the campaign.
The company installed solar panels on a billboard connected to Brewteco, a famous bar in Rio, located in the Gávea district. Created by Publicis Groupe’s Le Pub, the action reinforces the Heineken campaign® as a symbolic gesture, with its objective to draw attention to the use of renewable energy sources. The project also aims at highlighting the Heineken Green Energy Program aimed at facilitating access to Green Energy for consumers across the country.
“This billboard is cooling your Heineken. Cheers,” says the text on the billboard. The initiative consolidates the brand sustainability goal, according to which 50% of Heineken® points of sale in 19 capitals will have renewable energy by 2030.
“We want to take advantage of all the activity going on in Rio de Janeiro during the days of the festival to draw attention to our Heineken Green Energy program. The solar panels that cool the beer create a connection with the audience in an innovative way, inviting people to start an important dialogue in a totally different way,” explained Eduardo Picarelli, director of the Business Unit of the Heineken® brand in Brazil.
“Le Pub works closely with Heineken to challenge and create innovation in all its communication forms. From new products to new ways of getting into people’s life without interrupting them. Turning solar panels into billboards to communicate its green energy program is one more example of the ways we are innovating with the brand in every end. Heineken as a leading brand is constantly looking to the future and how to get to people in unexpected ways. It’s part of the brand’s DNA,” added Felipe Cury, CCO of Le Pub Brazil.
In addition, the action is also part of the brand’s sustainability and culture platform, GREEN YOUR CITY, launched in 2021 with commitments in three pillars: greener cities, circular economy, and responsible consumption. With that, Heineken® started looking at, not only its internal processes, but also at how to disseminate the message to the entire chain, including consumers. This includes showing green energy as an agent of transformation and that a greener future can start with small actions, inside one’s very home.
The Heineken® Journey in building a greener world had its genesis with the announcement, made in December 2020, of producing and bottling Heineken® beer with 100% green energy in 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 access to renewable energy, the brand encourages consumers to rethink ways of consumption, including energy consumption in their homes.
Williane Vieira da Silva
Juliana Magalhães Rocha
Ana Beatriz Dornellas de Barros Mendes
Thomas Guilhon Martelotta Peneda dos Santos
AGENCY: LE PUB BRASIL
GM: Ana Hernandes
Business Director: Jayme Neto
Business Manager: Marina Roge
Business Assistant: Suellen Agatta
Client Services Intern: Cássia Brandão
Planning; Business Intelligence; Content:
Head of Strategy: Silvia Paes
Planning Director: Sergio Tercarolli
Strategy Manager: Fernanda Tiozo
Strategy Analyst: Stephan Minucci
Strategy Supervisor: Thais Lopes
Data Strategy Manager: Vinicius Machado
Content Strategist: Endrigo Chiri
Senior Community Manager: Karina Silva
Content Supervisor: Hirai Fujisaka
CCO: Felipe Cury
Creative Directors: Greg Kickow and Alex Adati
Art Director: Paula Picin
Junior Art Director: Ana Carolina Miranda
Copywriter: Eduardo Cometi
Copywriter: Andressa Cruz
Project Leader: Denise Frasseto
Senior Project Manager: Daniela Menezes
Broadcast Producer: Carolina Godoy
Media Manager: Jussara Bezerra
Media Supervisor: Gabriela Pereira
Media Coordinator: Carla Tassi
Media Operation Supervisor: Fernando Brito