Heineken will close out the celebration of its 150th anniversary, in grand style, with consumers from across Africa with “Good Times” at the annual Hey Neighbor in South Africa in December.
The announcement which was made at a press conference in Pretoria saw Heineken emerge the headline sponsor of the festival. Synonymous with good times and genuine connections, Heineken is with this sponsorship embracing the spirit of its legacy by highlighting the joy of cherished moments and authentic connections over a beer, a principle deeply ingrained in the brand.
Freddy Heineken, the eminent figure behind the brand, once said, “I don’t sell beer, I sell gezelligheid.” This Dutch term embodies a feeling of togetherness and conviviality, a sentiment that has defined the Heineken brand for a century. In homage to this milestone, Heineken is placing good times at the centre of its global birthday festivities.
Nabil Nasser, Global Head of the Heineken Brand, highlights, “Heineken exists to spark connections beyond barriers. We are therefore proud to partner with the Hey Neighbour festival with the ambition of turning strangers into Neighbours. This is why we are bringing our consumers and customers across the African continent to this festival in South Africa to celebrate our 150 years of delivering Good times.”
To bring this commitment to life, Heineken’s spirited anniversary campaign across Africa will come to a grand end at the Hey Neighbour Festival. The campaign showcases the brand’s playful variations and interpretations of its name encountered over the years, epitomising the joy and enjoyment it has brought to millions across the globe.
In a nod to its rich history and commitment to Africa, Marcel Swain, Head of Marketing: Premium, Heineken South Africa, said at the press conference, “Heineken is excited to host consumers and influencers from several African countries, including Nigeria, DRC, Ivory Coast, Mozambique, and Rwanda, at the Hey Neighbour Festival. This ensures a diverse and enriching experience for all attendees, fostering connections and celebrating good times”.