Earlier this year, Heineken released its 2016 Annual Report, marking the first time the company has combined its annual and sustainability reports into one document. To mark the launch of the report in the United States, the company tapped creative agency Nice and Serious to create a series of GIFs in an effort to make the content more relatable and interesting to target audiences.
“To help ensure that people read about Heineken USA’s sustainability progress in 2016, we decided to leverage ‘Would You Rather’ GIFs to capture their attention. For example, we give readers the option of reading our sustainability report or always having an orange spray tan. We wanted to catch people off guard, provide them with something unexpected and engaging.”
By utilizing GIFs, Heineken hopes to see a higher level of engagement with the report’s content, which highlights accomplishments such as reducing CO2 emissions by 21.5 percent since 2011, ensuring 78 percent of its bottles’ glass is recycled and using 28 percent less water globally than in 2008.
“Even though the GIF report isn’t as in-depth as a traditional report, we’re hoping people will stay longer on the site and be more engaged than they would otherwise be with a report,” added Johnston.
Communicating complex, unfamiliar sustainability claims on CPG packaging
Join us as Applegate and HowGood share insights into marketing lessons, consumer response and understanding, and marketplace data on the expression and communication of new categories of sustainability claims on CPG packaging - as well as tips for avoiding consumer and industry backlash and controversy - Wed, Oct. 16, at SB'24 San Diego.
This isn’t the first time Heineken has thought outside the box to draw attention to its sustainability progress. To announce its 2015 sustainability report, the brewer launched the Brewing a Better World Digital Experience, which invited consumers to immerse themselves in a series of mini games while learning about the company’s progress, milestones and achievements throughout 2015.
Heineken plans to share the 2017 report through Facebook and Instagram in hopes of engaging an even wider audience in the sustainability conversation.
Brewing a Better World is one of Heineken’s six key business priorities. It focuses on six areas where the company and its brands can make the biggest difference:
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Published Aug 2, 2017 3pm EDT / 12pm PDT / 8pm BST / 9pm CEST