This one is on us

/ Brand activation



Enjoy Heineken® Responsibly is a key part of Heineken®’s strategy. With strong communication to create more 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.


With the ‘THIS ONE IS ON US’ water tap consumers can pour their own water into specially designed cups in a fun and engaging way. Heineken® offers the water for free, literally on top of the Heineken® bottle, can, or glass. The simple yet clever cups are designed to be easily stacked, cleaned and re-used while also being low cost items made from recyclable plastic. 

Consumer thoughts about the concept

80% answered this concept 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.

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