Heineken’s positioning hadn’t really moved on from its famous 1970s ‘Refreshes the Parts’ campaign. The business wanted to re-establish the brand’s high quality continental credentials and UK positioning and shake up mainstream beers.
A more sophisticated campaign centred around Amsterdam’s ‘Urban Bohemia’ was proposed and WMH described this in a series of iconic founts in the form of two beer pumps designed to suit high-end outlets. The new founts would encourage consumers to reappraise the brand.
Strikingly premium, the glass slab design pays homage to Amsterdam’s brave architecture and the LED light sensors pulse to music, a reflection of the city’s vibrant nightlife.