In 2023, Heineken celebrates its 150th anniversary. As part of this anniversary, the Dutch brand has chosen to promote more environmentally friendly consumption patterns. In September, Heineken opted for a strong bias: the brewer completely removed its name from its cans in favor of the words “ Recyclable ”, which it considered to be “ the essential advantage of this container ”. This in its 33 cl and 50 cl formats and in all GMS circuits. This shows that the number 1 signature in the department has confidence in its notoriety!
The objective of this unique substitution is of course to encourage consumers to sort this infinitely recyclable container. “ Heineken is committed to reducing its environmental impact,” says Yoann Hellot, marketing manager of the company’s international brands. We know that the main source of carbon emissions remains our packaging.
And the strategy does not stop at this temporary name change. " This launch is part of a more global plan for the 150th anniversary of Heineken, to support the most virtuous formats, whatever the moment of consumption: at home, on take-out, in a café...", announces Yoann Hellot. This will notably involve a national poster campaign to promote the pedagogy of the sorting gesture. The brewer also plans to deploy a traveling device called Mission Recyclage. From August 28 to October 15, in Marseille, Toulouse, Bordeaux and Paris, brand ambassadors will raise awareness among the French to good sorting gestures on fully recyclable products (cans, bottles) with the presence of a sorting truck and dedicated skips.