What’s in a Name? For Heineken, It’s the Good Times

By Vanessa Obioha

Have you ever found yourself struggling with the pronunciation or spelling of Heineken? Do you often twist your tongue when attempting to say the beer brand’s name or continuously erase your misspellings? Fret not. For Heineken, it doesn’t matter whether you get the pronunciation or spelling right. What matters most is the good times experienced.

This message lies at the heart of Heineken’s new global campaign as it marks its 150th anniversary—a historic milestone for the beloved beer brand.

Themed ‘150 Years of Good Times,’ the campaign embodies Heineken’s core message of inclusivity and diversity. This sentiment is beautifully showcased in the brand’s TV commercial, where consumers from different cultures across the globe come together to celebrate good times and share cherished memories with Heineken.

“Heineken’s 150th-anniversary celebration celebrates the fact that Heineken is called in different ways by different people,” remarked the Corporate Affairs Director, Nigerian Breweries Plc, Sade Morgan, at a press briefing. “When you bring all that together, and all the different views, you find that they have a good time together. We bring people together, we make human connections, we have joy and have great and unforgettable good times.”

The campaign effectively captures the spirit of Freddy Heineken’s famous words, “I don’t sell beer; I sell gezelligheid.” Gezelligheid, loosely translated, means the feeling of good times. Thus, the brand has decided to evolve the way it measures success by focusing not just on the volume of beer it sells but also on the good times it delivers for its customers in over 190 countries.

“As we celebrate the 150th anniversary of the Heineken brand, we remain committed to strengthening our presence in Nigeria and continuing our journey of fostering positive change. We look forward to building on our legacy and creating more opportunities for growth, collaboration and shared moments of joy with Nigerians, ” said the Managing Director and Chief Executive Officer, Nigerian Breweries Plc, Hans Essaadi.

To commemorate this significant milestone in the brand’s history, Heineken will replace its logo with a number of alternative spellings it has seen over the years, appearing across all its social media accounts and website pages, as well as on several new electric lorries.

In addition, there will be events held in key cities across the country, “where our valued consumers can come together and experience the true essence of gezelligheid. These celebrations will showcase the vibrancy of the Nigerian culture, featuring live music, entertainment, and unforgettable moments that capture the spirit of Heineken,” said Portfolio Manager – Premium, Sessionable & 0.0 Lager, Nigerian Breweries Plc, Sampson Oloche.

Heineken acknowledges its consumers’ contributions to its success and plans to reward them for the good times shared throughout this historic milestone.