Heineken

Become a cultural leader in the beer category  

                                                      

Working alongside Heineken since 2008, blackandgold has undertaken a double role.

 

First as a “brand guardian”, ensuring visual coherence between the brand’s statements whether in terms of packaging, in-store communication, or sports and music partnerships.
At the same time, as a “brand challenger”, proactively inspiring the brand’s activation and innovation strategies in line with its ambition to establish undisputed cultural leadership over the beer industry.

TACTILE DESIGN
Magnify the perceived quality

The Challenge
Visually reveal tactile optimisations.


Our Brand Idea
Make each new engraving detail perfect, from the embossing and gloss of the bottle to the metal can, providing proof of brand quality, borrowing the technique of chiaroscuro from the world of luxury goods.

The Result
A marketing campaign that clearly links the status and premium qualities of the brand.

Activation Print Advertising Photography
 
Magnify the perceived quality

ICONIC DESIGN
Break the rules to take the lead

The Challenge
Make our brand stand out on cluttered shelves.


Our Brand Idea
Go back to the basics, making brand cues sharper, capitalising on the iconic Heineken star and a clean, airy design.


The Result
A sleek “less is more” approach that stands out on shelves, making the brand even more premium and helping it rise to become the #1 beer in France. 

Packaging Design
 
Break the rules to take the lead

THE SUB – an innovation in home-draught beer
Create a 360° marketing campaign

The Challenge
Create a product launch in a way that is both awe-inspiring and educational.

Our Brand Idea
Build on the metaphor of a submarine and its ‘torpedoes’ as the creative force in point-of-sales transactions, all while offering educational resources through a variety of digital media to help customers understand the home-draught beer product.

The Result
A record-grossing product listing (specialised distribution and retail outlets) and a successful live set-up of the Sub Room, a fun and innovative party space that allowed customers to further interact with the brand.

Packaging Design Digital Activation Design Mobilier Web Banners & Site Coverings
 
Create a 360° marketing campaign
Create a 360° marketing campaign
Create a 360° marketing campaign

CITIES
Promoting the brand history and stories

The Challenge
Reinterpret the limited international series “Cities”, complying with the legal constraints of the French market.

Our Brand Idea
Mix personal and historical narratives, using factual elements from Heineken’s history, to capture the storytelling of cities, with the key being an appealing and contemporary visual identity.

The Result
A powerful impact in sales outlets, thanks in part to a redesign of the Heineken beverage coaster.

Packaging Design Activation
 
Promoting the brand history and stories
Promoting the brand history and stories

FOOTBALL & RUGBY
Make sport an area that expresses Heineken values

The Challenge
Effectively transmit major sports events despite the constraints of advertising outside the restaurant and bar scene.

Our Brand Idea
Develop an iconic and signature style, especially focusing on the Heineken star, the colours, the composition, and the textures.

The Result
Exceptional brand visibility in and beyond retail stores during key periods in the sporting calendar.

Activation On-trade & Off-trade activation
 
Make sport an area that expresses Heineken values