The site became a storytelling vehicle using parallax web design to give users a vivid, cinematic and highly interactive way of experiencing the brand. Tied in closely to our new “More Behind the Star” advertising campaign, the site delivered a unique experience for desktop and mobile users to see the tradition of excellence behind this 140 year-old brand.

The entire site experience was built over a six week period, from wireframes through final execution, and was launched nationally in early February.

Created in 6 weeks from brief to launch, the site has received steadily increasing traffic. But more importantly, users have been interacting with the brand by watching video content, taking a virtual brewery tour and experiencing the story behind the beer. Our website is changing perceptions and introducing a whole new audience to this iconic brand.

Our strategic task was to ensure our product, and the credential stories became the hero the hero of the website. The site had to ensure that the product pages were at the center of the that user experience, not only informing our audience about the provenance of the beer but also introducing them our rich history and the brand.

Heineken.com was less of a website than a collection of on-going promotions with no cohesive look and no product information. We wanted users to understand the story behind the beer – a rich history with a tradition of great brewing that makes for the world’s most premium beer. Our site would change brand perception by reinforcing our credentials and lay the groundwork for further optimizations.