After 150 years in the beer business, most brands lean into legacy. Heineken did the opposite. With “150 Years of Whateverken”, the Dutch brewer celebrated its milestone by embracing the fact that people mispronounce its name, remix its rituals, and drink it in wildly different ways. From “Heinekin” to “Heneken,” the campaign turned imperfection into personality—and made brand flexibility its greatest strength.
Campaign Overview
Developed by Publicis Italy, “150 Years of Whateverken” launched in 2023 with a series of tongue-in-cheek ads, social activations, and influencer collaborations. The campaign featured real people mispronouncing “Heineken,” drinking it in unconventional ways (with ice, with lime, in soup), and celebrating the brand in their own style.
The centerpiece was a global film that stitched together clips of fans from different countries saying “Whateverken” in their own accents and contexts. The campaign also included limited-edition packaging with alternate spellings and a microsite where users could generate their own “Whateverken” labels.
Campaign Objective
Heineken aimed to:
Celebrate its 150th anniversary with humility and humor
Reinforce global brand love by embracing cultural diversity and mispronunciation
Position Heineken as a brand that’s not just premium—but playful
Drive engagement across social platforms by inviting user-generated content
The goal was to show that Heineken isn’t just a beer—it’s a feeling, no matter how you say it.
Execution
Global Film: A montage of fans mispronouncing “Heineken” and celebrating it in their own way, set to upbeat music and playful visuals.
UGC Activation: Fans were invited to share how they say and enjoy Heineken, using the hashtag #Whateverken.
Limited-Edition Packaging: Bottles featured alternate spellings like “Heinekin,” “Heneken,” and “Hi-nay-ken,” turning mistakes into collectibles.
Social Media Playfulness: Heineken responded to user posts with witty comebacks, memes, and celebratory shoutouts.
Influencer Collaborations: Creators from around the world shared their “Whateverken” rituals, amplifying the campaign’s reach.
Brand Impact
“Whateverken” positioned Heineken as a brand that’s globally loved and locally adapted. It deepened emotional connection by celebrating imperfection and diversity. The campaign also reinforced Heineken’s identity as a premium beer that doesn’t take itself too seriously—making it more relatable and shareable.
Results
The 50 Years of Whateverken Campaign by Heineken was a cultural and commercial success, generating over 1.2 billion global impressions and driving high engagement across TikTok and Instagram. The campaign sparked a surge in user-generated content under #Whateverken, amplified by influencers and organic sharing, which fueled its virality. It achieved positive brand sentiment and widespread media coverage, while also delivering a lift in purchase intent among Gen Z and millennial consumers.
Lessons Learned
“Whateverken” teaches us that brand control is overrated. The campaign also shows the power of celebrating user behavior instead of correcting it. And finally, it proves that humor and humility are universal currencies—especially in a world of fragmented attention.
