Nascentdesign - Italian Brand AgencyNascentdesign - Italian Brand Agency
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The Brand Dispatch

December 2022

Heineken: cooling billboard

Installed on a wall above a bar in Rio de Janeiro, the headline of Heineken’s new billboard reads, "Este outdoor está gelando sua Heineken. Cheers." (This billboard is cooling your Heineken. Cheers.)

The company installed solar panels on the billboard connected to the Brewteco bar below, which is located in Rio’s Gávea district. The action, created by the Publicis group’s Le Pub agency, reinforces the Heineken campaign as a symbolic gesture, with the goal of drawing attention to the use of renewable energy sources.

In fact, the Out of Home campaign is part of the Heineken Green Energy global beer brand strategy. The project was launched in Brazil in October 2021 with the goal of assisting 50% of its outlets in switching to renewable energy by 2030. This is in addition to Heineken Group beer production and bottling in Brazil, which will be powered entirely by renewable energy by the end of 2023.

What is the ultimate goal of Heineken? A brand innovation with no environmental impact but a significant impact on people. "The solar panels that cool the beer create an innovative connection with the audience, inviting people to start an important dialogue in a completely different way," explains Eduardo Picarelli, director of Heineken Brazil’s Business Unit.

ketchup means Heinz

The previous "Draw Ketchup" campaign, a social experiment to demonstrate the association between ketchup and Heinz, was a huge success. The brand anonymously asked people from 18 countries to draw a bottle of ketchup, and got thousands of drawings that read Heinz.

Heinz decided to take things a step further this year by incorporating artificial intelligence.

On a subsequent project, the brand collaborated once again with Canadian creative agency Rethink, this time using next-generation software capable of generating images from verbal input. The result was astounding that AI, too, demonstrated an immediate association between the word "ketchup" and the Heinz bottle. The same iconic bottle, but in a variety of styles and reinterpretations.

The Kraft-owned brand reported a nearly 1500% increase in brand-related social conversations and a 10% increase in sales as a result of a digital experiment that became the concept of the new TV commercial "Even A.I. Knows that Ketchup is Heinz."

#colorcarne: the colour of flesh

What is the colour of flesh? Until recently, Italian dictionaries described it as "pale pink, similar to that of human skin." A definition that stigmatised and excluded a large portion of the world.

Until a few months ago, that is.

The Color Carne project was launched by the two founders of Bold Stories, a strategic consulting firm, with the goal of changing the Italian perception of flesh colour. "Let’s change Color Carne’s colour from pink to all the colours of humanity." A campaign that has received a lot of attention thanks to newspapers and social media, which have reacted strongly to this appeal. The internet has been flooded with images tagged #colorcarne featuring people with various skin tones.

Finally, a Google search for "Color Carne" returns a wide range of skin tones, and five Italian dictionaries have updated their definitions in recent months. At the European Diversity Awards, the Color Carne project received a Highly Commended Award for Marketing Campaign of the Year.

Viva Magenta 18-1750

It was in 2000 that the Pantone Color Institute introduced the concept of "Color of the Year": the colour trend that has the greatest influence on fashion, beauty, design, and home decor.

Pantone Color of the Year 2023 is Viva Magenta.

As is customary, the colour of the year is chosen based on current trends and represents its deepest meaning. Viva Magenta is a red-purple under-toned colour that expresses audacity and vivacity. In times of great uncertainty and fragility, it serves as an ambassador of expressiveness and inclusiveness, sending a new signal of strength.

According to Leatrice Eiseman, Executive Director of the Pantone Color Institute: "In a virtual age, we seek inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta descends from the red family, and is inspired by the red of the cochineal, one of the finest dyes, as well as one of the strongest and brightest that exists. Invoking the forces of nature, Viva Magenta reconnects us to matter original, galvanises our spirit and helps us to build our inner strength." And just as naturally, the colour of 2023 will also find a place in the virtual world of the Metaverse or rather, of "Magentaverse."

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