Over three days at the festival, for the first time ever, a brand took over and ‘pimped-up’ the drab ‘Water Stations’ to encourage festivalgoers to drink water in between beers to allow them to enjoy more experiences by staying in control of their drinking.

Once 500 gallons of water was consumed, a 50ft-illuminated ‘waterfall’ came alive in the forest. The waterfall printed messages from festivalgoers favourite moments captured during the day. Word soon spread, with the volume of water drank at the festival up 30% on the previous year.

Our PR outreach campaign then delivered it to a national audience.

Water Stations: 23,808 people, drank 3,095 gallons of water over 3 Days (30% increase on previous year)

Water Curtain: 7,200 People visited us in the forest (1/4 of festival population)

1,200 messages were captured

Footprint: Heineken was the number 1 name-checked brand by consumers at Electric Picnic in

Equity: National Equity Scores amongst 18-34 adults (pre vs. post campaign):

- ‘Responsible Consumption’ score jumped 27% nationally (32% to 36%)

- ‘Innovative Brand’ score jumped 17% nationally (30% to 35%)

- ‘Distinctive Brand’ score jumped 150% nationally (14% to 35%)