Destination
Good Times.

Freddy Heineken once said, “we don’t sell beer, we sell gezelligheid” - Good Times. It’s in Heineken’s DNA. So for Heineken’s 150th anniversary, they are changing the game, by being the first beer brand to measure success based on the Good Times they enable.

At Jack Morton we created Destination Good Times, an experiential activation toolkit, a framework to enable the many different Heineken® markets and different agencies around the globe to activate150 Years of Good Times. One way or another.

It’s designed not to just be about how much beer they sell, but how many Good Times they are bringing to people all around the world. It’s about embracing all the different ways Good Times are being enjoyed, even if it's not the way they intended it, it's not like they care as long as people are having a Good Times.

Agency collaboration: Jack Morton