Heineken

Projecting the future of Gen Y socialising and drinking.

Identifying future socialising and drinking drivers for Gen Y over five years to take a longer-term view of the drinking category landscape and update the core business drivers. Defining a series of future consumer archetypes and identifying development platforms which offer opportunities for scale innovation across all of Heineken’s brands; creating appeal to the next generation of young adults.

This piece of work was chosen by the Head of Innovation at Heineken as the best agency piece of work in 2016 and is still being used to fuel innovation across Heineken’s brands.