Heineken – Adding value to the lives of Beer Girls

About the project

How can Heineken improve the working conditions of their promotion girls located in Thailand and truly add value to their lives?

We dived into the world of Beer Promotion to understand the challenges the ‘Beer Girls’ face. We facilitated co-creation processes with the Beer Girls supporting them to design their own solutions, linking these to the challenges local management was encountering within the Thai market. Together we came up with a strategy that created value for the promotion girls and the Heineken brand.

Co-creation and awareness unlocked new opportunities for happy employees and brand reputation management.”