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Breaking Drink Stereotypes

An Interview with Heineken's Maud Meijboom on the #CheerstoAll Campaign

— February 7, 2020 — Business
Maud Meijboom is the Brand Development and Communications Director at Heineken and we got the chance to chat with her about the #CheerstoAll campaign. It is a marketable approach that lightheartedly captures the stereotypes that exist in association with ordering drinks. The refreshing take on the idea explores playful ways to breach the confining concepts through a montage of clips.

Maud Meijboom talks to us about her role at Heineken, diverging stereotypes, what she hopes to see in the future of the industry's brand development and communications.

Can you tell us a little bit about your role at Heineken®?

I’ve been with HEINEKEN for 17 years, including working in several sales and marketing roles in The Netherlands, to New Zealand, Malaysia and currently in Singapore. As Heineken® Brand Development and Communication Director, I’m responsible for accelerating the growth of the Heineken® brand in the Asia Pacific, leading 24 markets in the region, including Vietnam, Australia, India, Japan, Thailand, Taiwan, Indonesia, and Singapore.

What is the “Cheers to All” campaign all about? How did the concept come to fruition?

“Cheers to All” is about breaking stereotypes associated with ordering certain drinks. We think that everyone should feel free to enjoy the drink they prefer – there’s no reason why beer should be for men and cocktails for women. Drinks have no gender. Heineken®’s communications strategy is based on the belief that if you look at life with a fresh perspective, you will enjoy it more because it opens your eyes. This fresh approach is the basis for all our ads, and “Cheers to All” is no exception.

How did the team at Heineken® come up with a way to lightheartedly capture the stereotypes that exist? What is the purpose behind it?

We approached the campaign with a fresh perspective and adding humor is a big part of that. Breaking down drink stereotypes involves acknowledging them and we wanted to do this in an entertaining way that resonates with everyone. That’s why we were inspired by real-life experiences that everyone can relate to. We want to remind people around the world that everyone should feel free to enjoy the drink they prefer so we created “Cheers to All”.

How does this campaign speak volumes from a macro-perspective in terms of diverging away from stereotypes?

Traditionally the category has been male-centric. We are and always have been a beer for everyone, and therefore want to challenge the status quo by giving a fresh perspective on drink stereotypes. “Cheers to All” is about breaking stereotypes, both ways, in a lighthearted way. We hope that’s what people take away when they see the ad.

What is the future of brand development and communications in the next 5-10 years? Are there areas you’d hope for Heineken® to explore more on?

Heineken®’s communications strategy is based on the belief that if you look at life with a fresh perspective, you will enjoy it more because it opens your eyes. This fresh approach is the basis for all our ads - be it UEFA Champions League, Formula One, James Bond or Cheers to All. We will continue in this direction in the next few years, evolving our strategy with new trends, culture, and consumer demand to make sure Heineken® continues to stand out from the noise.
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