Looking to capitalise on the growing non-alcohol opportunity, the Heineken EMEA R&D team worked with The Upside to develop a range of propositions for testing, and define distinct cultural insights and go-to-market approaches for each.

• We dove deep into the fast-evolving space of non-alcoholic, to identify emerging behaviors and cultural trends
• We looked at original go-to-market approaches within the wider non-alcoholic space as well as in other categories
• We briefed Heineken’s packaging design agency to develop packaging concepts that matched each proposition