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On a wall above a bar in Rio de Janeiro, a Heineken billboard proclaims that it's cooling your beer — "Este outdoor está gelando sua Heineken. Cheers." A closer look at the billboard reveals that this isn't a regular billboard but one made of solar panels connected to a Brewteco bar below.
The out-of-home campaign is part of a comprehensive strategy by the Dutch beer brand. Heineken Green Energy was launched in Brazil in October 2021 to help 50% of its points of sale switch to renewable energy by 2030. That's in addition to production and bottling of Heineken Group beers in Brazil being powered by 100% renewable energy by 2023.
The beer-cooling billboard was developed by Le Pub Brazil, a bespoke client/agency partnership between Publicis Groupe and Heineken.
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