Heineken is now tracking its ability to deliver ‘good times’, a new metric that will be incorporated into its overall brand performance reports going forward.
It has worked with Dr Chris Brauer of Goldsmiths, University of London, to construct the new brand tracking metric, which is based on five key measures – open-mindedness, experiencing elevated moments, quality socialising, balance and moderation, and a sense of purpose – which are underpinned by 15 drivers.
Heineken worked with a suite of academics, including sociologists and behavioural scientists, to help identify what constitutes a ‘good time’. These dimensions, and their 15 drivers, were then validated through consumer research in six key markets – the UK, USA, the Netherlands, Vietnam, South Africa and Brazil.
Brauer says the five measures and 15 drivers that make up the Heineken Good Times Index are “intrinsically linked to the experience of having a good time”, and will now be included in Heineken’s ongoing brand performance tracking, which is conducted by Kantar.
“Heineken chose to do this and work with my team as it believes that enabling good times is a core part of the brand’s identity. One of our main pieces of inspiration was the fact that Freddy Heineken [former CEO] said ‘I don’t sell beer, I sell gezelligheid’, meaning good times,” explains Brauer.
There has never been a more important time or opportunity to measure the role of good times in our lives.
Chris Brauer, Goldsmiths, University of London
The beer maker’s research found 87% of consumers believe it is more important than ever to have a good time, another reason for the introduction of the metric to ensure Heineken can play its part in helping to deliver this.
Brauer describes the measurement of good times as an “understudied human need” and says he was “surprised” no such framework for measuring it previously existeds.
“Through this measurement, the business is showcasing that it’s not just about how much beer it sells, but also about the good times it has enabled through bringing people together around social moments that spark joy and happiness,” he adds.
“It is particularly prevalent in the context of the world right now – there has never been a more important time or opportunity to measure the role of good times in our lives.”
Understanding the measures
Digging deeper into the measures that make up the metric, he says being open-minded means being able to connect with people from different backgrounds and have different experiences, as well as being open to trying new things and embracing new experiences and opportunities. Meanwhile, Heineken’s ability to offer consumers the chance to experience “elevated moments” stems from the need to allow people to create opportunities to connect with others while being “fully immersed in social moments”.
This links with “quality socialising”, which encourages people to form “meaningful connections” in safe and inclusive environments to foster a sense of community and belonging.
Meanwhile, the focus on moderation encourages people to live a well-balanced lifestyle so they can “prioritise leisure time and take time out to feel mentally refreshed”. Having a sense of purpose encourages people to engage in activities that are meaningful, such as volunteering, donating to charity, or living an environmentally conscious lifestyle.
Heineken revealed the new metric on launching a campaign to mark its 150th anniversary. It centres on the fact people misspell and mispronounce Heineken and features former Formula 1 world champion Mika Häkkinen.
Heineken Group’s volumes returned to pre-pandemic levels last year, with premium sales outperforming the rest of the portfolio.
The growing premium portfolio was driven by the “excellent momentum” of the Heineken brand, it said, with volume sales up by 12.5%, boosted by the performance of its line extensions – notably Heineken Silver, which more than doubled its volume sales as it was rolled out across new markets globally.
Marketing Week launched the second iteration of its annual Language of Effectiveness study this week. Check out the first articles here.