Over the last two years, thousands of companies around the world have been recovering presence by establishing hybrid models after a period dominated by teleworking derived from the pandemic. With this return to the office, some customs have also returned, such as afterwork and socializing at the end of the day. And Heineken UK has launched a campaign to celebrate.
Together with the creative agency Le Pub, the brand has launched a series of actions that reinforce the importance of the connection between professionals in the work environment and that strengthen the link between bars and the office. The aim is to enhance the role of pubs as a meeting and connection point in a context in which, according to Heineken, 46% of British workers who work in a hybrid model say they are missing out on socializing after work.
Thus, it has launched an audiovisual piece, titled “Return to the Office” and produced by Solab Films, in which a corporate email that gives instructions to return to in-person work becomes the lyrics of a song that, superimposed over images of people enjoying together in the pub, reinforces the attributes of bars to establish positive connections and dynamics between employees.
“At Heineken we believe that the best ideas and strongest bonds often start outside of working hours. A shared laugh, a quick catch-up, a drink with colleagues… it’s more than just downtime. It is where culture is built“, the brand commented when sharing the piece on social networks.
The campaign builds on the importance of after-work social gatherings in British culture and tradition, which fosters relationships and boosts productivity. According to data from the brand, 78% of workers surveyed say that socializing after work is a good way to meet new people and expand their network of contacts. Furthermore, 74% of Generation Z say their best work ideas come not at work, but at the post-work social gathering at the pub.
“For me, socializing with colleagues, having a drink, sharing a laugh, catching up after work, has always been where the best ideas happen.“; commented Nabil Nasser, Global Director of the Heineken and Amstel brands, through LinkedIn. “It’s something I’ve always valued with my own equipment, and it’s at the heart of what Heineken stands for.”.
“The return to full-time in-person work has highlighted the vital importance of informal social interactions for culture and creativity in the workplace“, explained Bruno Bertelli, global CEO of LePub and CCO of LePub Worldwide, according to Little Black Book. “By reimagining the pub as part of the office environment, we naturally encourage colleagues to reconnect, collaborate and innovate outside the formal office environment”.
In addition to the piece, on October 9, the brand changed the name of some pubs across the country to celebrate those after-work moments that matter. Among them, the Two Bridges and Devonshire Arms pubs, in London; The Atlas in Manchester; The Cross Keys in Liverpool; or Admiral Woods in Glasgow.
On the other hand, it has launched a promotion in which around 1,000 pubs are participating and which offers a free pint of Heineken or Heineken 0.0 to share with colleagues. To this end, it has created the website “459eken” – alluding to the usual end of the day at 4:59 p.m. – where users can register to receive a coupon for themselves and three other people and get a pint per person from Monday to Friday throughout October starting at 4:59 p.m.
The campaign also includes collaboration with content creators and influencers who, through their publications, have humorously addressed the return to in-person work in the office and have amplified Heineken’s message.
