fbpx

ADVERTISING

Beer brand uses solar-powered billboard to cool Brazil’s beer

By our News Team | 2022

Heineken ties its green energy strategy in the South American country to a popular Rio entertainment venue during a local music festival.

Heineken has become known as a cool beer brand due to its imaginative advertising and branding campaigns worldwide – not least its close relationships with the high-profile UEFA Champions League.

Now it is proving to be cool in another way too, by installing solar panels on a billboard connected to Brewteco, a famous bar in ultra-cool Rio de Janeiro in Brazil. 

Advertising

Photo credit: Publicis Groupe

The aim? To cool the beer being served in the bar below, using the roof-mounted billboard. In addition, the solar panels power the billboard itself.

“This billboard is cooling your Heineken. Cheers,” says the [translate from Portuguese] text on the billboard.

The timing of the unveiling coincides with the Rock in Rio Brasil music festival being held in the seaside city.

Using music festival crowds to promote green energy

“We want to take advantage of all the activity going on in Rio de Janeiro during the days of the festival to draw attention to our Heineken Green Energy programme,” explained Eduardo Picarelli, a senior executive with Heineken in Brazil.

“The solar panels that cool the beer create a connection with the audience in an innovative way, inviting people to start an important dialogue in a totally different way.”

Felipe Cury, Chief Creative Officer of Le Pub Brazil, Heineken’s creative agency and part of the Publicis Groupe, said the two businesses worked closely to “challenge and create innovation”. 

“Turning solar panels into billboards to communicate [Heineken’s] green energy programme is one more example of the ways we are innovating with the brand … Heineken as a leading brand is constantly looking to the future and how to get to people in unexpected ways.”

The beer brand has a wide-ranging green energy strategy in the South American country. For example, three breweries there operate on 100% green energy, with a fourth scheduled to come on line next year.

There is also a Green Your City campaign that promotes green energy usage in major Brazilian cities.



View all articles »

PUBLICATIONS

Strategic Marketing for Africa Magazine

CONTACT INFORMATION

info@africanmarketingconfederation.org

Upcoming Events

AMC CONFERENCE

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.