People's Insights Volume 1, Issue 18 : Heineken Ideas Brewery


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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Heineken Ideas Brewery. For more, see:

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People's Insights Volume 1, Issue 18 : Heineken Ideas Brewery

  1. 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 18Heineken IdeasBrewery
  2. 2. Heineken Ideas BreweryHeineken launched the innovation platform onwhich people could share ideas on challenges related to products andinnovation. The first was about sustainable beer packaging.Source:
  3. 3. EligibilityOpen to residents of Austria, Brazil, Canada, China, Germany, India,Italy, Japan, Holland, Spain, UK and US, they should be of legal buyingage for alcohol in their country. The deadline was May 8, 2012.Source:
  4. 4. Contest flowParticipants have to submit their pitches along with three supportingimages. Shortlisted candidates will work with Heineken experts in aclosed online environment to refine their ideas.
  5. 5. The winnerThe jury – which includes innovation, sustainability and industrial designexperts – will select a winner, who will receive $10,000 and a place inHeinekens history.Source:
  6. 6. Selection criteriaParticipants will be assessed on innovation, feasibility and votes acrosssocial media. The ideas should involve recycling of packaging,discovering new packaging materials or ways to transport.Source:
  7. 7. Promotion for votesParticipants are encouraged to promote their ideas on social networks.Besides increasing brand visibility and virality, it gives voters a sense ofownership of the community.
  8. 8. Brand HeinekenHeineken is dedicated to sustainability and wants to become the worldsgreenest brewer. The strategy is to reduce the environmental impact ofits brands and empower people and communities.Source:
  9. 9. Heineken and Corporate CitizenshipHeinekens sustainability ambitions are captured in the ‘Brewing a BetterFuture’ initiative. It has identified green challenges and is staying true toits maxim, Improve, Empower and Impact.Source:
  10. 10. Co-creation of ideas through open innovationHeineken believes that listening to new ideas and connections willstrengthen its competing power and sustainability. It will also bridge theboundaries between the brand and its stakeholders.
  11. 11. Ideal Crowdsourcing ChannelBrands like Starbucks and GE have used social media to sourceinsights because of its interactivity, engagement tools, ability to sparkconversations and diversify communication.Source: ,
  12. 12. Benefits for HeinekenConsumers will warm up to Heineken as they get a chance to contributeto its activities and for its transparent corporate sustainability efforts.The brand will also benefit from deeper consumer insights.Source: ,
  13. 13. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit:
  14. 14. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit
  15. 15. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  16. 16. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit
  17. 17. For People’s Labsolutions,