Heineken® EHR water cups
Enjoy Heineken® Responsibly is a key part of Heineken®’s strategy. With a strong communication through the last 3 years to create awareness, REGGS® was asked to create design solutions to further stimulate moderate drinking. The brief came with a clear consumer’s insight: providing water is a key asset to moderate drinking but it has to be accessible in a refreshing manner.
Through the 'THIS ONE IS US' water tap, consumers can pour their own water into specially designed cups in a fun and engaging way. We designed the cups in a simple way to make them low cost items, made from recyclable plastic, and designed to be stacked and to be cleaned and re-used easily. Heineken® offers the water for free, literally on top of the Heineken® bottle, can, or glass.
The concept was launched in March 2016 in Athens, and it is now being tested on a larger scale at the Holland Heineken House at the Olympics in Rio de Janeiro. Consumers can tap their own water using the ‘THIS ONE IS ON US’ water tap, and can sip water using our specially designed cups. The concept was designed to make water top of mind without the search or hassle. When consumers where asked at the end of the evening:
80% answered these concepts would stimulate moderate drinking.
92% responded they would definitely drink the water when served this way.
92% responded that Heineken® is doing a serious effort to really support moderate drinking.
The ‘THIS ONE IS ON US’ cups are launched all over the world, so look out for them in a bar near you!
Award: Nudging for Good 2017