Cannes Lions

This One Is On Us

EDELMAN, London / HEINEKEN / 2017

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Overview

Description

Find something powerful to create a real behaviour shift. Heineken has long promoted responsible drinking but wanted to go beyond talking about it and offer a real-life solution at the moment of truth, in the bar.

The resulting idea, This One Is On Us (TOIOU). Developed by young creative and design students from Heineken’s emerging markets across the world.

A first of its kind, ingenious solution to the problem of drinking water on a night out. A cup shaped to fit over your beer bottle or can, which can be refilled for free at the bar without having to queue. Even the water tap is designed to engage – pouring just like a beer pump.

No waiting, no paying, no searching. Just simply cup of water with every beer that promotes drinking water and enjoying Heineken responsibly.

Execution

Heineken put on what is known as the greatest party house in sports – the Holland Heineken House – a staple at the Olympic Games. And its 13th edition was expected to be the hottest ticket in town in Rio last summer.

With a reputation for its lively party atmosphere, attracting crowds from over 50 countries every day during the Games, it was the perfect place to debut our TOIOU responsibility campaign, and add some hydration for all the attending sports fans.

From Opening to Closing Ceremony, we introduced TOIOU to rave reviews, testing it with the 4,000+ guests.

And the response? We asked people if they would have water if served this way 92% agreed. And 80% said it would help moderate their drinking? 80% agreed.

The recyclable, re-usable cups will now roll out globally, at Heineken sponsored events and in bars and venues worldwide.

Outcome

92% said they would drink water if it was served this way

80% of respondents agreed the glass and pour would moderate their drinking.

TOIOU is now set for a global roll-out at selected Heineken pubs and bars in 2017

Over 475 thousand engagements across 100 markets and 34 languages

1.3 billion total impressions

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2023, HEINEKEN

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