Heineken and Publicis’ Le Pub marked International Beer Day with a unique campaign that emphasizes social connections over beer consumption. This initiative, called ‘Forgotten Beers,’ suggests that beer is not the sole focus of socializing.
Freddy Heineken, the company’s former CEO, famously remarked, “I don’t sell beer, I sell gezelligheid” — a Dutch term that embodies the feeling of good times and conviviality.
Heineken’s current CEO, Dolf van den Brink, echoes this sentiment: “Of course, we celebrate our beer, but what we’re most proud of is 150 years of bringing people together, something that will remain at our core for as long as we continue to produce beer.”
Le Pub, Heineken’s bespoke single-client agency, has consistently delivered impactful campaigns that resonate with the brand’s values, and ‘Forgotten Beers’ is no exception. This campaign highlights the brand’s commitment to fostering connections and good times, rather than merely promoting beer.
