This one is on Us
The challenge
Enjoy Resbonsibly is an important part of Heineken®'s strategy. In addition to strong communications to create more awareness, REGGS® was asked to create design solutions to further encourage moderate drinking.
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The briefing was based on a clear consumer insight: offering water is an important asset to moderate drinking, but it must be in a refreshing way.
The solution
The "THIS ONE IS ON US" water tap allows consumers a fun and attractive way to pour their own water into specially designed cups. Heineken® offers the water for free, literally on top of the Heineken® bottle, can or glass. The simple but clever cups are designed to be easily stacked, cleaned and reused, while also being inexpensive and made of recyclable plastic.
Consumer thoughts on the concept
80% indicated
that this concept
would encourage moderate drinking
92% indicated
that they would definitely drink the water
if it was served this way
92% indicated
that Heineken®
makes a serious effort
to really support
moderate drinking